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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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-10-01
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| Series: | Communicare |
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| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1593 |
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| _version_ | 1832593788184297472 |
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| author | Leigh Leo Elizabeth Swinstead Freddie Crous Gideon Pieter de Bruin |
| author_facet | Leigh Leo Elizabeth Swinstead Freddie Crous Gideon Pieter de Bruin |
| author_sort | Leigh Leo |
| collection | DOAJ |
| description |
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.
|
| format | Article |
| id | doaj-art-9991c2f45d3d4bb0b17bc553d1a65e48 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-9991c2f45d3d4bb0b17bc553d1a65e482025-01-20T08:55:44ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0135210.36615/jcsa.v35i2.1593The influence of incidental haptic sensations in evaluating consumer brandsLeigh Leo0https://orcid.org/0000-0002-2877-7677Elizabeth Swinstead1Freddie Crous2https://orcid.org/0000-0003-3550-4770Gideon Pieter de Bruin3https://orcid.org/0000-0002-0330-5956University of JohannesburgIndustrial/ Organisational ConsultantUniversity of JohannesburgUniversity of Johannesburg 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. https://journals.uj.ac.za/index.php/jcsa/article/view/1593consumer brandsincidental haptic sensationsEmbodied cognitionperception customers have of productsproduct judgments |
| spellingShingle | Leigh Leo Elizabeth Swinstead Freddie Crous Gideon Pieter de Bruin The influence of incidental haptic sensations in evaluating consumer brands Communicare consumer brands incidental haptic sensations Embodied cognition perception customers have of products product judgments |
| title | The influence of incidental haptic sensations in evaluating consumer brands |
| title_full | The influence of incidental haptic sensations in evaluating consumer brands |
| title_fullStr | The influence of incidental haptic sensations in evaluating consumer brands |
| title_full_unstemmed | The influence of incidental haptic sensations in evaluating consumer brands |
| title_short | The influence of incidental haptic sensations in evaluating consumer brands |
| title_sort | influence of incidental haptic sensations in evaluating consumer brands |
| topic | consumer brands incidental haptic sensations Embodied cognition perception customers have of products product judgments |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1593 |
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