The Magic of Human Touch: Impact of Interpersonal Touch on Ad Perceptions and Attitudes
The current paper finds that the positive feelings of interpersonal touch (directly or triggered through visual imagery) can regulate the negative feelings experienced after viewing public service announcement (PSA) message. Further, results reveal that comfort with interpersonal touch moderates viewers’ response to the message.
Citation:
Meng-Hsien (Jenny) Lin, Akshaya Vijayalakshmi, and Melika Kordrostami (2018) ,"The Magic of Human Touch: Impact of Interpersonal Touch on Ad Perceptions and Attitudes", 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: 286-286.
Authors
Meng-Hsien (Jenny) Lin, California State University Monterey Bay, USA
Akshaya Vijayalakshmi, Indian Institute of Management Ahmedabad, India
Melika Kordrostami, California State University San Bernadino, USA
Volume
E - European Advances in Consumer Research Volume 11 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Cueing Backwards: Attention Processes in Multi-Attribute Choices
Antonia Krefeld-Schwalb, Geneva School of Economics and Management
Agnes Scholz, University of Zurich
Ursa Bernadic, Geneva School of Economics and Management
Benjamin Scheibehenne, Geneva School of Economics and Management
Featured
Shared Values, Trust, and Consumers’ Deference to Experts
Samuel Johnson, University of Bath, UK
Max Rodrigues, DePaul University, USA
David Tuckett, University College London
Featured
The Interaction Effect of Food Variety and Simulation of Eating on Consumers' Calorie Estimation
Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University