The effect of risk on purchase confidence and subsequent purchase intention: The moderating role of product container haptic sensations

This research examines the role of container haptic sensations as a moderator of the effect of perceived risk on consumer purchase confidence and subsequent purchase intention. Although not relevant to product evaluation, the haptic cues of a container influence a wide range of consumer responses to the product it contains. Until now, their role on confidence has never been examined, yet confidence is a central variable in consumer decision making, as most purchase situations can involve some degree of perceived risk. To date, the literature on touch has mainly demonstrated the positive impact that touching a product, compared to not touching it, has on confidence. Based on embodied cognition theory, the present research investigated the role of haptic sensations generated by containers on confidence in the purchase. Specifically, this research examines how haptic sensations of hardness and heaviness moderate the impact of perceived risk on purchase confidence and, ultimately, purchase intention. In three experiments, two in which participants were in actual touch conditions (studies 1 and 2) and one in which they were in no-touch conditions (i.e., online; studies 3a and 3b), respondents were asked to imagine themselves at a supermarket in-store tasting for a beverage. Levels of perceived risk (low or high) were manipulated, and two types of risk were considered: a physical risk (experiments 1, 3a, & 3b) and a social risk (experiment 2). Haptic sensations were collected by touching (actual or imagined) a plastic or glass container. The results indicate that the negative effect of perceived risk—whether physical or social—on consumer purchase confidence is eliminated at moderate to high levels of perceived hardness or heaviness. However, these effects are observed only when consumers engage in direct tactile interaction with the container. This study makes a new contribution to the influence of containers' tactile inputs in purchasing contexts, highlighting how certain haptic sensations, when experienced, can reduce the negative influence of risk on consumers’ confidence in their purchases. Given that many purchase decisions generate a perception of risk, these findings also offer new insights into the ongoing development of packaging innovations.