I Know it But i Want to Touch it: Does Brand Familiarity Compensate Need for Touch?
Abstract
In recent years, ubiquitous growth of non-stores formats (internet and television shopping) has prompted the researchers to evaluate the importance of touching a product in purchase decision. It is reported that majority of the consumers prefer to touch and feel a product even before purchasing it and this poses a big challenge to the online buying (Lawson 2006). The consumers generally touch the product to seek information, to understand and to gain knowledge, and may be to excite their senses. A general observation of the consumers’ behavior in any shopping center indicates that they evaluate the tactile input of a product by touching and arrive at a purchase decision. For example, consumers touch the fabrics of apparels and hold a mobile handset in order to feel texture and weight of the respective products. Sometimes, touching the product gives a sense of possession even if consumers do not plan to purchase it (Underhill 1999).
Publication Title
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Recommended Citation
Jha, S., & Krishnan, B. (2015). I Know it But i Want to Touch it: Does Brand Familiarity Compensate Need for Touch?. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 36. https://doi.org/10.1007/978-3-319-10873-5_24
