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



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