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'How would it geel like?' : using haptic imagery to influence online product experiences

Hemel, C.M.F. (2015) 'How would it geel like?' : using haptic imagery to influence online product experiences.

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Abstract:In times in which online shopping becomes increasingly important, it is highly relevant to obtain knowledge about possibilities to increase the richness of consumer product experience. In this research, the effects of haptic imagery on the richness of product experience, product liking and purchase intention are investigated. Consumers were exposed to online shopping websites with different combinations of pictures and texts (e.g. haptic text vs. haptic pictures, haptic text vs. non-haptic pictures, non-haptic text vs. haptic pictures, non-haptic text vs. non-haptic pictures, haptic text vs. no pictures and non-haptic text vs. no pictures) to measure the effect of haptic imagery on consumer responses towards two different products: a tactile product (a smartphone) and a non-tactile product (a TV). The results demonstrate that manipulating haptic imagery through pictures and words in case of a tactile product can enrich a consumer’s product experience, but not for the non-tactile product. Also, the effect of manipulating haptic imagery is higher for consumers with a high need for touch. Though this enriched product experience also leads to a higher degree of product liking in case of a tactile product, it appears not to necessarily lead to a higher purchase intention. So as an online marketer, one can efficiently use haptic pictures and text to manipulate haptic imagery resulting in richer product experiences and a higher product liking in case of a tactile product.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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