It-Just-Feels-Good-Customers-Affective-Response-to-Touch-and-Its-Influence-on-Persuasion.pdf

It-Just-Feels-Good-Customers-Affective-Response-to-Touch-and-Its-Influence-on-Persuasion.pdf

This preview shows page 1 - 2 out of 15 pages.

56 Journal of Marketing Vol. 70 (October 2006), 56–69 © 2006, American Marketing Association ISSN: 0022-2429 (print), 1547-7185 (electronic) Joann Peck & Jennifer Wiggins It Just Feels Good: Customers’ Affective Response to Touch and Its Influence on Persuasion 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. Joann Peck is Assistant Professor of Marketing, University of Wisconsin- Madison (e-mail: [email protected]). Jennifer Wiggins is Assistant Pro- fessor of Marketing, Kent State University (e-mail: [email protected] edu). The authors thank the Madison Children’s Museum for its coopera- tion on this project, and they thank Jan Heide, Ken Wathne, Sung Kim, and Neeraj Arora, as well as colleagues at the University of Wisconsin- Madison, University of Chicago, and the Haring Symposium, for their helpful suggestions and feedback. Finally, they thank the three anony- mous JM reviewers who helped strengthen this research. This research was funded, in part, by a grant to the first author from the University of Wisconsin-Madison graduate school. To read or contribute to reader and author dialogue on this article, visit . T he opportunity to touch products has been shown to have a persuasive influence on customers’ attitudes and behavior. Touching a product has been found to increase attitudes and purchase intentions toward the prod- uct and to increase the confidence in the evaluation of these products (Peck and Childers 2003a). The need to touch in product evaluation has been linked to the placement of products in stores (Underhill 1999) and to the inability of certain products to be sold online (Citrin et al. 2003; McCabe and Nowlis 2003).
Image of page 1

Subscribe to view the full document.

Image of page 2
  • Spring '18
  • Statistical significance

{[ snackBarMessage ]}

Get FREE access by uploading your study materials

Upload your study materials now and get free access to over 25 million documents.

Upload now for FREE access Or pay now for instant access
Christopher Reinemann
"Before using Course Hero my grade was at 78%. By the end of the semester my grade was at 90%. I could not have done it without all the class material I found."
— Christopher R., University of Rhode Island '15, Course Hero Intern

Ask a question for free

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern