Article2011

Role of tactile and visual inputs in product evaluation: a multisensory perspective

Makam S. Balaji · Srividya Raghavan · Subhash Jha

77 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Consumer Retail Behavior Studies Consumer Behavior in Brand Consumption and Identification Multisensory perception and integration

Abstract

Purpose There has been an increased interest in marketing literature in understanding the role of sensory experience. However, few researchers have addressed multisensory interaction of visual and tactile evaluation for products salient in single sensory modality. The purpose of this paper is to address this gap and investigate how multisensory evaluation influences overall attitude and purchase intentions. Further, the role of individual personality variable in influencing the interrelationship between sensory evaluation and behavioral outcomes are examined. Design/methodology/approach The data for this study were collected from 126 students who responded to attitude towards the product and purchase intentions after evaluating three experimental tasks. Repeated measures analysis of variance was carried out to test the multisensory interaction hypotheses. Findings The multisensory interaction of tactile and visual information was found to significantly increase the consumer attitudes for products dominant on single sensory modality of touch. Further, the multisensory evaluation led to greater purchase intentions than visual or tactile evaluation. Originality/value The paper is perhaps first to investigate multisensory interaction of tactile and visual sensory information in evaluation of products that are salient in touch properties. The current study further examines the role of individual personality variables in influencing interrelationship between sensory evaluation and purchase intentions.

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References

1980Understanding Attitudes and Predicting Social Behavior 1979Review of Psychometric theory (2nd ed.).1969The Senses Considered as Perceptual Systems 1988An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment 1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 2002Humans integrate visual and haptic information in a statistically optimal fashion 1995Seeking the Ideal Form: Product Design and Consumer Response 2004Merging the senses into a robust percept

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