Yes, “Touch” Matters: the Impact of Touch on Consumer Creativity

Heeryung Kim, Indiana University, USA
Shanker Krishnan, Indiana University, USA
In consumer creativity, haptics plays an important role. It is effective in facilitating learning and memory as well as provides fun experience. However, due to surge of online consumption contexts, haptic cues become less accessible. In this paper, we discuss the potential benefits of haptics to foster creative consumption.
[ to cite ]:
Heeryung Kim and Shanker Krishnan (2013) ,"Yes, “Touch” Matters: the Impact of Touch on Consumer Creativity", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.