To have and to Hold: The Influence of Haptic Information on Product Judgments

Abstract

Haptic information, or information attained through touch by the hands, is important for the evaluation of products that vary in terms of material properties related to texture, hardness, temperature, and weight. The authors develop and propose a conceptual framework to illustrate that salience of haptic information differs significantly across products, consumers, and situations. The authors use two experiments to assess how these factors interact to impair or enhance the acquisition and use of haptic information. Barriers to touch, such as a retail display case, can inhibit the use of haptic information and consequently decrease confidence in product evaluations and increase the frustration level of consumers who are more motivated to touch products. In addition, written descriptions and visual depictions of products can partially enhance acquisition of certain types of touch information. The authors synthesize the results of these studies and discuss implications for the effect of haptic information for Internet and other nonstore retailing as well as for traditional retailers.

Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior

“…This contemplative behavior is engaged in by individuals with high NFT who chronically access haptic information at the evaluation stage (Peck & Childers, 2003a). Higher NFT individuals are more confident in their judgments when they can touch the product (Peck & Childers, 2003b), and this level of high NFT consumer self-confidence is increased after touching a product previously considered in the online environment (Gurrea & Orús, 2014). Therefore, high NFT individuals also touch the product, thereby evaluating it two-fold and in order to be sure about their judgments and to confirm the value or quality of the product in question (Peck & Childers, 2003a).…”

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“…Recently, the Mere Exposure Effect was demonstrated in the haptic modality (Jakesch & Carbon, 2012). It has also been reported that consumers' evaluations of items increase when they are allowed to touch the items (Grohmann, Spagenberg, & Sprott, 2007;Peck & Childers, 2003). The last item sampled tends to have a larger number of touches than the other items.…”

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“…According to Peck and Childers (2003), the only way to ensure that a product is worth buying is actually to touch it. Bringing this home to the fast food restaurants, Can services be touched?…”