Haptic Product Information and Consumers’ Recall of Haptic Imagery Information

Shannon Rinaldo, Texas Tech University, USA
Terry L. Childers, Iowa State University, USA
Although the role of haptic processing within marketing has been increasingly studied, haptic imagery use has not received the same level of attention. Based on studies of visual and auditory modalities, the interaction of imagery can selectively interfere or facilitate perception within modality. This study addresses the research question of how haptic imagery may interfere with or facilitate haptic perception. Participants evaluated products with specific haptic attributes while recalling imagery information from an advertisement. Product perception of specific attributes facilitated recall of matching haptic imagery from the advertisement. The study also corroborated previous literature showing differences in haptic information processing for blind individuals.
[ to cite ]:
Shannon Rinaldo and Terry L. Childers (2010) ,"Haptic Product Information and Consumers’ Recall of Haptic Imagery Information", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 646-648 .