What Makes Desire For Touch Strong?: Investigation of Individual Determinants of Desire For Touch

The purpose of this study is to examine individual determinants of desire for touch. Previous studies suggest that desire for touch is an important factor mediating the effect of touch on product evaluation. However, it is not known what consumer characteristics cause individual differences in desire for touch. To our knowledge, this is the first study to directly examine the individual determinants of desire for touch. The results showed that materialism, consumer self-confidence, and gender are significant determinants of desire for touch. We also found that, unlike women, the degree of desire for touch among men is different by level of materialism.



Citation:

JaeWoo Park and Hiroaki Isii (2012) ,"What Makes Desire For Touch Strong?: Investigation of Individual Determinants of Desire For Touch ", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 409-411.

Authors

JaeWoo Park, Chiba University of Commerce, Japan
Hiroaki Isii, Chiba University of Commerce, Japan



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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