Haptic Product Information and Consumers’ Recall of Haptic Imagery Information

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.


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 .


Shannon Rinaldo, Texas Tech University, USA
Terry L. Childers, Iowa State University, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


Green Biases: Consumer Evaluations of Renewable and Non-Renewable Energy Sources

Nathan Dhaliwal, University of British Columbia, Canada
David Hardisty, University of British Columbia, Canada
Jiaying Zhang, University of British Columbia, Canada

Read More


“A Tale of Two Secrets”: Examining the Diverging Effects of Secrecy on Consumption Enjoyment

Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Xiaoyan Deng, Ohio State University, USA
Lei Jia, Ohio State University, USA

Read More


When People Stop Being Nice and Start Getting “Real”: Use of Identity Labels for Stigmatized Groups

Esther Uduehi, University of Pennsylvania, USA
Americus Reed, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.