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Please Touch: Object Properties that Invite Touch
IEEE Transactions on Haptics
|March 11, 2016
Summary
Consumers are drawn to products they can touch. This study identifies visual product features that increase a product's "touch-ability," influencing purchase intent and product design.
Area of Science:
- Marketing
- Psychophysics
- Consumer Behavior
Background:
- Consumer touch experiences significantly impact product evaluation and purchase likelihood.
- Limited understanding exists regarding visual cues that prompt hedonic touch in marketing.
Purpose of the Study:
- To investigate the visible attributes of objects that elicit touch for hedonic purposes.
- To quantify the concept of 'touch-ability' and its relationship with object characteristics.
Main Methods:
- Participants rated the 'touch-ability' of pictured objects.
- Structural attributes (texture, shape complexity) and anticipated hand movements were analyzed.
- Correlations were drawn between touch-ability ratings and the 'Need for Touch' scale.
Main Results:
- Object touch-ability is influenced by structural attributes, distinct from attractiveness or expense.
- Rough textures and extreme shape complexity decreased touch-ability.
- Anticipated hand movements also affected perceived touch-ability.
Conclusions:
- Touch-ability is a reliable construct influenced by visual and kinesthetic factors.
- Product design can leverage visual attributes to enhance touch-ability and consumer engagement.
- Understanding touch-ability can inform marketing strategies and product development.
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