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Good Vibrations: Consumer Responses to Technology-Mediated Haptic Feedback
[Creating Social Presence in Online Environments]

Author

Listed:
  • Rhonda Hadi
  • Ana Valenzuela

Abstract

Individuals often experience incidental device-delivered haptic feedback (e.g., vibrational alerts accompanying messages on mobile phones and wearables), yet almost no research has examined the psychological and behavioral implications of technology-mediated touch on consumers. Drawing from theories in social psychology and computer science, we explore how device-delivered haptic feedback may have the capability to augment consumer responses to certain consumer-directed communications. Across four studies, we find that haptic alerts accompanying messages can improve consumer performance on related tasks and demonstrate that this effect is driven by an increased sense of social presence in what can otherwise feel like an impersonal technological exchange. These findings provide applied value for mobile marketers and gadget designers, and carry important implications for consumer compliance in health and fitness domains.

Suggested Citation

  • Rhonda Hadi & Ana Valenzuela, 2020. "Good Vibrations: Consumer Responses to Technology-Mediated Haptic Feedback [Creating Social Presence in Online Environments]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 47(2), pages 256-271.
    • Handle: RePEc:oup:jconrs:v:47:y:2020:i:2:p:256-271.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucz039
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    Citations

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    Cited by:

    1. De Canio, Francesca & Fuentes-Blasco, Maria, 2021. "I need to touch it to buy it! How haptic information influences consumer shopping behavior across channels," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    2. Racat, Margot & Capelli, Sonia & Lichy, Jessica, 2021. "New insights into ‘technologies of touch’: Information processing in product evaluation and purchase intention," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    3. William Fritz & Rhonda Hadi & Andrew Stephen, 2023. "From tablet to table: How augmented reality influences food desirability," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 503-529, May.

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