The Psychophysiology of Touch-Sensitive Interfaces: Somatosensory Encoding of Intensity, Pleasantness, and Technology-Induced Affect-Regulation

Building on the segregation of affective touch in the somatosensory cortex, we hypothesize and show that touch-sensitive interfaces cause a substantial increase in consumers’ arousal relative to valence perceptions (using both objective and subjective measures of affect), ultimately promoting a greater impulse to purchase and willingness-to-pay for a focal product.



Citation:

Christian Hildebrand (2017) ,"The Psychophysiology of Touch-Sensitive Interfaces: Somatosensory Encoding of Intensity, Pleasantness, and Technology-Induced Affect-Regulation ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1074-1074.

Authors

Christian Hildebrand, University of Geneva, Switzerland



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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