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Tactile Vibrating Toolkit and Driving Simulation Platform for Driving-Related Research

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How surface texture affects consumers' willingness to pay: Evidence from smartphone covers.

Yoshihiko Kadoya¹, Mostafa Saidur Rahim Khan¹, Honoka Nabeshima¹

¹School of Economics, Hiroshima University, Kagamiyama, Higashihiroshima, Japan.

|December 4, 2025

Summary

Consumers

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Area of Science:

Consumer Behavior
Sensory Marketing
Behavioral Economics

Background:

Limited research on tactile impressions' impact on consumer valuation.
Prior studies focused on visual and auditory cues.
Surface texture's commercial relevance in product valuation is underexplored.

Purpose of the Study:

Investigate tactile impressions' effect on willingness to pay (WTP) for smartphone covers.
Analyze WTP variations across different surface textures and reference prices.
Examine demographic, socioeconomic, and behavioral factors influencing consumer valuation.

Main Methods:

Survey data from 387 mall respondents evaluating four smartphone cover textures.
Two reference price conditions (100 yen and 1,000 yen) were applied.
Ordinary Least Squares (OLS) regression analyzed consumer characteristics and WTP.

Main Results:

Willingness to pay (WTP) increased with higher reference prices (price anchoring effect).
Men, unmarried individuals, and those with hyperbolic discounting showed higher WTP for specific textures.
Risk preference, smartphone usage, and impatience did not significantly predict WTP.

Conclusions:

Firms can leverage textured products for premium pricing strategies.
Sensory marketing, like in-store trials, can enhance consumer engagement with textured products.
Study integrates tactile marketing with behavioral economics, highlighting sensory cues and time preferences in valuation.