Please Touch: Aesthetic Features That Invite Touch

Joann Peck, University of Wisconsin-Madison, USA
Roberta Klatzky, Carnegie Mellon University, USA
The sense of touch has been found to increase feelings of ownership as well an impulse purchases. But what motivates consumers to reach out and touch products? Our first study visually manipulates the shape, size and texture of objects to determine what attributes increase the likelihood that a consumer will be motivated touch. Preliminary results show that both a smooth texture and a smaller, graspable object will be more likely to increase the “touchability” of an object. This is especially true for individuals with a preference for touch information (those high in their need for touch).
[ to cite ]:
Joann Peck and Roberta Klatzky (2010) ,"Please Touch: Aesthetic Features That Invite Touch", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 102-106 .