The influence of incidental haptic sensations in evaluating consumer brands
Embodied cognition provides the epistemological means from which new insights into haptic sensations can be explored within the field of consumer psychology. Extant research has shown that incidental haptic sensations can, nonconsciously, influence the judgement of objects that are non-diagnostic (...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1593 |
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| Summary: | Embodied cognition provides the epistemological means from which new insights into haptic
sensations can be explored within the field of consumer psychology. Extant research has shown
that incidental haptic sensations can, nonconsciously, influence the judgement of objects that are
non-diagnostic (unrelated) for the actual qualities of the item being judged; this would include
the perception customers have of products. The application of this conception to the use of selfreport
questionnaires in consumer research lead to the hypothesis that the haptic experience
of a self-report questionnaire (weight and firmness of the paper) could, nonconsciously, trigger
physically grounded mental frameworks. In turn, this could lead consumers to form stronger
product judgments when encountering an incidental, tactile experience of strength (firmness)
in a self-report questionnaire. In two experiments (N = 178 and N = 128) evidence was found to
support this hypothesis. Implications of the findings and future research directions are discussed.
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| ISSN: | 0259-0069 2957-7950 |