Dealing With Uncertainty Through Haptic Sensations

Femke van Horen, University of Cologne, Germany
Thomas Mussweiler, University of Cologne, Germany
Uncertainty (e.g., due to financial scarcity) is central in human life. We demonstrate that, when feeling uncertain, consumers seek comfort through haptic sensations, choosing products with softer as compared to harder properties. Additionally, we show that softness is functional as it restores consumers’ feelings of certainty.
[ to cite ]:
Femke van Horen and Thomas Mussweiler (2012) ,"Dealing With Uncertainty Through Haptic Sensations", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 58-61.