The More You Think You Know, the More You Want to Touch: Subjective Knowledge and Haptic Exploration

Joann Peck, University of Wisconsin - Madison, USA
Victor Barger, University of Wisconsin - Whitewater, USA
Andrea Webb, University of Wisconsin - Madison, USA
Subjective knowledge affects one's desire for pre-purchase haptic exploration. Regardless of product category, people who think they know a lot about a product category are more likely to want to touch a product prior to purchase than people who think they know little about a product category.
[ to cite ]:
Joann Peck, Victor Barger, and Andrea Webb (2013) ,"The More You Think You Know, the More You Want to Touch: Subjective Knowledge and Haptic Exploration", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.