Does Non-Diagnostic Touch of Business Documents Affect the Judgment of Professionals and Institutions?

Two studies show that even when touch is non-diagnostic, it can affect consumers’ confidence on both professional persons and institutional entities (grad school) through the haptic characteristics (paper thickness and/or texture) of their business cards and brochures, respectively. The implications for design of emblematic professional documents are discussed.


Cindy Caldara and Jessica Gerard (2013) ,"Does Non-Diagnostic Touch of Business Documents Affect the Judgment of Professionals and Institutions?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Cindy Caldara, University of Grenoble, France
Jessica Gerard, University of Grenoble, France


NA - Advances in Consumer Research Volume 41 | 2013

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