Bert Co Series: Do Tactile Finishes Increase Sales?
Does adding a tactile finish really influence a shopper’s decisions? A recent study indicates it does. A study used a mock $50 skin care product to test beauty shoppers purchase preferences. The participants were asked a series of questions around where they buy their skincare products and at what price point.
to read more, please click hereIt Just Feels Good: Customers’ Affective Response to Touch and Its Influence on Persuasion
By Joann Peck & Jennifer Wiggins Prior research has assumed that touch has a persuasive effect only if it provides attribute or structural information about a product. Under this view, the role of touch as a persuasive tool is limited. The main purpose of this research is to investigate the persuasive influence of touch as an affective tool in the absence of useful product-related information. The authors find that for people who are motivated to touch because it is fun or interesting, a communication that incorporates touch leads to increased affective response and increased persuasion, particularly when the touch provides neutral or positive sensory feedback. People who are not motivated to touch for fun will also be persuaded by a communication that incorporates touch when they are able to make sense of how the touch is related to the message. The authors explore the effectiveness of different types of touch in generating an affective response, and they replicate the effects on attitudes and behavior in a real-world setting. This research suggests that the marketing implications of touch are more substantial than previously believed. The authors present research implications for direct marketing, product packaging, point-of-purchase displays, and print advertising
to read more, please click hereThe Effect of Mere Touch on Perceived Ownership
By Joann Peck & Suzanne B. Shu This research finds that merely touching an object results in an increase in perceived ownership of that object. For nonowners, or buyers, perceived ownership can be increased with either mere touch or with imagery encouraging touch. Perceived ownership can also be increased through touch for legal owners, or sellers of an object. We also explore valuation of an object and conclude that it is jointly influenced by both perceived ownership and by the valence of the touch experience. We discuss the implications of this research for online and traditional retailers as well as for touch research and endowment effect research
to read more, please click hereIf I touch it I have to have it: Individual and environmental influences on impulse purchasing
By Joann Peck & Terry L. Childers This research examines the influence of touch on impulse-purchasing behavior. We first replicate the Rook and Fisher studies about the moderating effect of the normative evaluation of impulse purchase on impulse-purchasing behavior. Extending the impulse-purchasing literature, we examine individual differences in touch and how they affect impulsive-buying behavior. Results from a field experiment suggest that both individual and environmental touchrelated factors increase impulse purchasing
to read more, please click hereAs Digital Innovation Moves Away From Touch, We’re Letting Go A Powerful Marketing Tool
By Joann Peck This article is by Joann Peck, associate professor of marketing and associate dean for undergraduate programs at the Wisconsin School of Business at the University of Wisconsin-Madison. Her research explores how consumers engage with products through touch. These days, you can’t go online or watch the news without hearing about a new product that removes touch from the user experience. The recently released Samsung Galaxy S4 is generating buzz with touchless features including text scrolling that responds to users’ eye movements and video that automatically pauses if you look away from the screen while watching
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