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Tactile Stimulation and Consumer Response

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  • Hornik, Jacob

Abstract

Tactile behavior is a basic communication form as well as an expression of interpersonal involvement. This article presents three studies offering evidence for the positive role of casual interpersonal touch on consumer behavior. More specifically, it provides initial support for the view that tactile stimulation in various consumer behavior situations enhances the positive feeling for and evaluation of both the external stimuli and the touching source. Further, customers touched by a requester tend to comply more than customers in no-touch conditions. Implications for consumer behavior theory and research are discussed. Copyright 1992 by the University of Chicago.

Suggested Citation

  • Hornik, Jacob, 1992. "Tactile Stimulation and Consumer Response," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 449-458, December.
    • Handle: RePEc:oup:jconrs:v:19:y:1992:i:3:p:449-58
    DOI: 10.1086/209314
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    Citations

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    Cited by:

    1. Abhishek, 2015. "Will you buy if others touch it? Evaluation of products touched by others during shopping," IIMA Working Papers WP2015-03-13, Indian Institute of Management Ahmedabad, Research and Publication Department.
    2. Schindler, Robert M., 2008. "Blessings and the spiritual life of consumers," Journal of Business Research, Elsevier, vol. 61(5), pages 542-543, May.
    3. Parrett, Matt, 2015. "Beauty and the feast: Examining the effect of beauty on earnings using restaurant tipping data," Journal of Economic Psychology, Elsevier, vol. 49(C), pages 34-46.
    4. Petit, Olivia & Velasco, Carlos & Spence, Charles, 2019. "Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 42-61.
    5. Adilson Borges & Felipe Pantoja & Patricia Rossi & Amanda Yamim, 2020. "If I Touch It, I will Like It! The Role of Tactile Inputs on Gustatory Perceptions of Food Items," Post-Print hal-02507986, HAL.
    6. Dyussembayeva, Shynar & Viglia, Giampaolo & Nieto-Garcia, Marta & Mattila, Anna S., 2022. "Would you like to add a gratuity? When explicit requests hamper tipping," Journal of Business Research, Elsevier, vol. 139(C), pages 908-917.
    7. Parrett, Matt, 2011. "Do people with food service experience tip better?," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 40(5), pages 464-471.
    8. Carol L. Esmark & Stephanie M. Noble, 2018. "Retail space invaders: when employees’ invasion of customer space increases purchase intentions," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 477-496, May.
    9. Natter, Martin & Kaufmann, Katharina, 2015. "Voluntary market payments: Underlying motives, success drivers and success potentials," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 57(C), pages 149-157.
    10. Gong, Taeshik & Park, JungKun & Hyun, Hyowon, 2020. "Customer response toward employees’ emotional labor in service industry settings," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    11. Orth, Ulrich R. & Bouzdine-Chameeva, Tatiana & Brand, Kathrin, 2013. "Trust during retail encounters: A touchy proposition," Journal of Retailing, Elsevier, vol. 89(3), pages 301-314.
    12. Peck, Joann & Childers, Terry L., 2006. "If I touch it I have to have it: Individual and environmental influences on impulse purchasing," Journal of Business Research, Elsevier, vol. 59(6), pages 765-769, June.
    13. Pantoja, Felipe & Borges, Adilson & Rossi, Patricia & Yamim, Amanda Pruski, 2020. "If I touch it, I will like it! The role of tactile inputs on gustatory perceptions of food items," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    14. Azar, Ofer H., 2011. "Business strategy and the social norm of tipping," Journal of Economic Psychology, Elsevier, vol. 32(3), pages 515-525, June.
    15. Elif Aydin, Asli & Acun, Yüksel, 2019. "An investigation of tipping behavior as a major component in service economy: The case of taxi tipping," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 78(C), pages 114-120.
    16. Jordan W. Moffett & Judith Anne Garretson Folse & Robert W. Palmatier, 2021. "A theory of multiformat communication: mechanisms, dynamics, and strategies," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 441-461, May.
    17. Medler-Liraz, Hana & Seger-Guttmann, Tali, 2021. "The joint effect of flirting and emotional labor on customer service-related outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    18. Osman Ahmed El-Said & Hossam Said Shehata, 2017. "Tipping Motives in Egyptian Restaurants: Customers’ View," Tourism Research Institute, Journal of Tourism Research, vol. 16(1), pages 176-198, June.
    19. Abhishek,, 2016. "Do time constraint and emergency purchase situation exert same influence on shopping? A study under haptic touch influence," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 242-251.
    20. Rosenbaum, Mark S. & Russell, Eric M. & Russell-Bennett, Rebekah, 2017. "“I’ll wait for him†: Understanding when female shoppers prefer working with gay male sales associates," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 172-179.
    21. Jacob, Céline & Guéguen, Nicolas & Martin, Angélique & Boulbry, Gaëlle, 2011. "Retail salespeople's mimicry of customers: Effects on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 381-388.
    22. Azar, Ofer H., 2006. "Tipping, firm strategy, and industrial organization," MPRA Paper 4485, University Library of Munich, Germany.

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