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.
Citation:
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.
Authors
Rhonda Hadi, University of Oxford, UK
Ana Valenzuela, Baruch College, CUNY and ESADE Business School, USA
O. H. Groth, Baruch College, CUNY, USA
Volume
E - European Advances in Consumer Research Volume 11 | 2018
Share Proceeding
Featured papers
See MoreFeatured
When Consumers Choose for Others, Their Preferences Diverge from Their Own Salient Goals
Olya Bullard, University of Winnipeg
Featured
G6. Brightness Increases More Positive Views of Humanity and Prosocial Behavior of People Low in Moral Identity Internalization
Jun Yan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Featured
Small but Sincere: The Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns
Eline L.E. De Vries, University Carlos III Madrid
Lola C. Duque, University Carlos III Madrid