Feeling Affiliated Vs. Feeling Relegated: the Impact of Gender and Interpersonal Touch on Emotions and Product Evaluations

Iana Castro, San Diego State, USA
Andrea Morales, Arizona State University, USA
Stephen Nowlis, Washington University, USA
This research explores how gender differences influence emotions and preferences for products evaluated after being touched by a stranger and shows that consumer responses to interpersonal touch depend on the gender of the person touching, the gender of the person being touched, and the type of touch (intentional vs. unintentional).
[ to cite ]:
Iana Castro, Andrea Morales, and Stephen Nowlis (2014) ,"Feeling Affiliated Vs. Feeling Relegated: the Impact of Gender and Interpersonal Touch on Emotions and Product Evaluations", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 775-775.