Multisensory interaction in product choice: Grasping a product affects choice of other seen products

Mathias C. Streicher · Zachary Estes

58 citations0/0 files storedJournal of Consumer Psychology

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Multisensory perception and integration

Abstract

Abstract Consumers often touch products before reaching purchase decisions, and indeed touch improves evaluations of the given product. The present research investigates how touching a given product influences perception and choice of other seen products. We show that grasping a source product increases the visual fluency of a haptically similar product, thereby increasing the likelihood of choosing that product, but not the willingness to pay for it (Study 1). We also show that visually crowded rather than sparse product displays increase the effect of touch on choosing other haptically similar products, and that individuals’ instrumental need for touch further modulates this effect (Study 2). Our results suggest that by manipulating or mimicking the haptic features (e.g., shape and size) of objects that consumers grasp while shopping, marketers can develop packaging that facilitates consumers’ visual processing of their products, thereby increasing choice of those products.

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References

2002Humans integrate visual and haptic information in a statistically optimal fashion 2004The Effect of Conceptual and Perceptual Fluency on Brand Evaluation 2009The Effect of Mere Touch on Perceived Ownership 2003To have and to Hold: The Influence of Haptic Information on Product Judgments 2012The “Visual Depiction Effect” in Advertising: Facilitating Embodied Mental Simulation through Product Orientation 2002Convergence of Visual and Tactile Shape Processing in the Human Lateral Occipital Complex 2011Psychological ownership and affective reaction: Emotional attachment process variables and the endowment effect 2008Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues

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2019Making sense of customer service experiences: a text mining review 2020Exploratory Shopping: Attention Affects In-Store Exploration and Unplanned Purchasing 2018Shedding light on the use of single and multisensory cues and their effect on consumer behaviours 2019Online shopping environments and consumer’s Need for Touch 2021New insights into ‘technologies of touch’: Information processing in product evaluation and purchase intention

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