From the Hands to the Mind: Haptic Brand Signatures

Mathias Streicher, University of Innsbruck, Austria
How closely are brands linked to their haptic signatures? Four experiments show that brand-specific haptic primes automatically activate a brand’s knowledge structures, thereby promoting perceptual processing in other modalities, cognitive accessibility, and prime-congruent brand choices. Implications for sensory marketing and product management arise.
[ to cite ]:
Mathias Streicher (2012) ,"From the Hands to the Mind: Haptic Brand Signatures", 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: 920-921.