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 More

Featured

H6. The Influence of Anthropomorphized Service Toolkit on Consumer Satisfaction in Service Coproduction

Rocky Peng Chen, Hong Kong Baptist University
Kimmy Chan, Hong Kong Baptist University

Read More

Featured

Dancing with Commercialism: Emphasizing Dramatism to Persuade

Yuxin Bai, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Hayley Cocker, Lancaster University, UK

Read More

Featured

C5. Krabby Patties, Kelp Chips, or KitKats?: Exploring the Depictions of Food Featured in Children’s Television Shows  

Kathy Tian, University of Illinois at Urbana-Champaign, USA
Regina Ahn, University of Illinois at Urbana-Champaign, USA
Michelle Renee Nelson, University of Illinois at Urbana-Champaign, 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.