What you touch, touches you: The influence of haptic attributes on consumer product impressions

Abstract

The present research builds upon the touch literature to show that the salience of haptic product attributes related to product surface texture (smooth, rough) and weight (light weight, heavy weight) influence consumer product impressions. We propose that haptic cue congruity across texture and weight drive consumer product impressions depending on a consumer's need for touch (NFT). We show that high autotelic-NFT consumers who touch for sensory pleasure enjoyed the incongruity between smooth texture and heavy weight haptic cues, and consequently showed favorable evaluations towards exciting brands. In contrast, low autotelic-NFT consumers prefer the anticipated match between smooth texture and light weight haptic cues, which conformed to their expectation about the nature of a sophisticated brand personality. Further, we show how the interactive effect of haptic attributes and a consumer's autotelic-NFT on willingness to purchase is mediated by product personality. Implications for theory and practice are discussed.

“Going on a sensory adventure, a touchy subject?”: investigating haptic technology and consumer adventure orientation

“…Our research is unique in that it examines the affective components and suggests that the inclusion of haptics can also improve results by increasing affective responses (Hamari, 2017). The empirical testing of our conceptual model supports this theorizing by evidencing that the introduction of haptics improves technological experiences for consumers who perceive retail experiences as more utilitarian, or more simply, "less adventurous", in a similar manner to prior scholars theorizing a similar response based upon consumers need for different levels of cognition through constructs such as NFT including those in physical and online settings (Silva et al, JSTP 32,1 2021;Ranaweera et al, 2021;Peck and Wiggins, 2006;Martin et al, 2005). This research therefore sheds new insight into how haptics enhance consumers experiences with technological rather than physical experiences, and also, how this effect is more profound for less adventurous consumers.…”

“…This research also draws upon consumption (shopping) orientation, which investigates the motivations consumers have when engaging with or purchasing products, as a potential new moderator of the impact of haptics, beyond those such as NFT examined in prior research (Ranaweera et al, 2021;Peck and Wiggins, 2006). In doing so, this research aims to shed new understanding if specific hedonic motivations towards tasks such as shopping may also amplify or mitigate the integration and persuasiveness of haptics.…”

“…Research should seek to extend the current research and examine whether the impact of haptics differs from different market segments based upon gender or based upon the product being marketed, especially due to prior research evidencing that product based differences can be observed (e.g. Ranaweera et al, 2021). Furthermore, research has evidenced that consumers can differ on their "need-for-touch", and this proven to moderate the effects of touch in physical settings (e.g.…”

“…Furthermore, research has evidenced that consumers can differ on their "need-for-touch", and this proven to moderate the effects of touch in physical settings (e.g. Ranaweera et al, 2021;Peck and Wiggins, 2006) but has yet to be extensively explored in digital settings, including those on mobile devices. Future research should therefore look to consider whether the inclusion of NFT as a potential additional moderating factor to adventure orientation may provide further nuanced insights into the relationships observed in the current study.…”

When consumers touch: a conceptual model of consumer haptic perception

“…"Seduce", "impress", "influence", "love", "nice", "like" and "connection" were some of the adjectives informants used to describe the haptic sensations their customers felt. Data supported the assumption that the sense of touch is linked to information and feelings about a product, not only through mere physical interaction, but through powerful psychological interaction (Krishna, 2012;Peck and Childers, 2003b;Ranaweera et al, 2021). For example, Informant 5 observed:…”