To have and to Hold: The Influence of Haptic Information on Product Judgments

TLDR

Haptic information obtained through touch is crucial for evaluating products with differing material properties such as texture, hardness, temperature, and weight. The study proposes a conceptual framework showing that the salience of haptic information varies across products, consumers, and contexts. Two experiments examined how product, consumer, and situational factors interact to impair or enhance the acquisition and use of haptic information. Barriers such as retail display cases reduce haptic use, lowering evaluation confidence and increasing frustration, while written and visual cues can partially compensate, and the results suggest implications for online and offline retailing.

Abstract

Haptic information, or information attained through touch by the hands, is important for the evaluation of products that vary in terms of material properties related to texture, hardness, temperature, and weight. The authors develop and propose a conceptual framework to illustrate that salience of haptic information differs significantly across products, consumers, and situations. The authors use two experiments to assess how these factors interact to impair or enhance the acquisition and use of haptic information. Barriers to touch, such as a retail display case, can inhibit the use of haptic information and consequently decrease confidence in product evaluations and increase the frustration level of consumers who are more motivated to touch products. In addition, written descriptions and visual depictions of products can partially enhance acquisition of certain types of touch information. The authors synthesize the results of these studies and discuss implications for the effect of haptic information for Internet and other nonstore retailing as well as for traditional retailers.