publication . Thesis . 2017

AN INVESTIGATION OF THE RELATIONSHIP BETWEEN PRODUCT HAPTIC ACCESSIBILITY AND CONSUMER RESPONSE: A BRAND PERSPECTIVE

Karangi, Sheena Wanjiku;
Open Access English
  • Published: 01 May 2017
  • Country: United Kingdom
Abstract
Consumers generally like touching products before buying and prior research indicates that touching influences the purchase decision-making process (e.g. McCabe & Nowlis, 2003; Peck & Childers, 2003a; Peck & Johnson, 2011; Peck & Shu, 2009; Webb & Peck, 2015). For example, touching products has a positive effect on consumer attitudes, intentions and behaviours and these effects seem to vary by product category, situational context and need for touch. Touch research however has principally received scant attention and is one of the most under researched senses in behavioural research (Spence & Gallace, 2011).\ud Consumers consider both product and brand name when...

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