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Updated: Sep 22, 2025
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Experimental Research Examining How People Can Cope with Uncertainty Through Soft Haptic Sensations
Published on: September 16, 2015
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The creative touch: the influence of haptics on creativity
Claire Heeryung Kim1,2,3, Kelly B Herd1,2,3, H Shanker Krishnan1,2,3
1Marketing Area, Roosevelt University, 430 S Michigan Ave, Chicago, IL 60605 USA.
Marketing Letters
|May 23, 2022
Summary
Engaging with products through active touch boosts consumer creativity and new product development. This tactile interaction enhances positive mood, leading to better idea generation and innovation.
Area of Science:
- Consumer Behavior
- Innovation Management
- Psychology
Background:
- Firms increasingly leverage consumer input for new product ideas.
- Online crowdsourcing is common, but in-person ideation facilities are emerging.
- The role of physical interaction in creativity is underexplored.
Purpose of the Study:
- To investigate the impact of active touch on new product creativity.
- To determine if positive mood mediates the relationship between active touch and creativity.
Main Methods:
- Two studies were conducted involving consumer interaction with product design materials.
- Study 1 examined the direct effect of active touch on creativity.
- Study 2 explored the mediating role of mood in a different product context.
Main Results:
- Active touch significantly enhances new product creativity.
- Positive mood was found to mediate the relationship between active touch and creative performance.
- The positive effect of active touch on creativity was replicated across different contexts.
Conclusions:
- Active touch is a valuable tool for fostering consumer-driven innovation.
- Enhancing consumer mood through tactile experiences can improve idea generation.
- Designing for active touch can optimize creativity in product development settings.
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