A Tactile Toolbox: Documenting Consumer Responses to Haptic Feedback in Advertising

This research demonstrates that haptic feedback can augment mobile advertising effectiveness with downstream consequences on brand attitudes and choice. However, the positive impact is contingent on a brand’s personality: only warm, familiar brands benefit from incorporating haptic feedback since the source of touch plays a pivotal role in its interpretation.


Rhonda Hadi, Ana Valenzuela, and O. H. Groth (2018) ,"A Tactile Toolbox: Documenting Consumer Responses to Haptic Feedback in Advertising", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 96-97.


Rhonda Hadi, University of Oxford, UK
Ana Valenzuela, Baruch College, CUNY and ESADE Business School, USA
O. H. Groth, Baruch College, CUNY, USA


E - European Advances in Consumer Research Volume 11 | 2018

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