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Tactile Stimulation and Consumer Response

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  • Hornik, Jacob

Abstract

Tactile behavior is a basic communication form as well as an expression of interpersonal involvement. This article presents three studies offering evidence for the positive role of casual interpersonal touch on consumer behavior. More specifically, it provides initial support for the view that tactile stimulation in various consumer behavior situations enhances the positive feeling for and evaluation of both the external stimuli and the touching source. Further, customers touched by a requester tend to comply more than customers in no-touch conditions. Implications for consumer behavior theory and research are discussed. Copyright 1992 by the University of Chicago.

Suggested Citation

  • Hornik, Jacob, 1992. " Tactile Stimulation and Consumer Response," Journal of Consumer Research, Oxford University Press, vol. 19(3), pages 449-458, December.
  • Handle: RePEc:oup:jconrs:v:19:y:1992:i:3:p:449-58
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    File URL: http://dx.doi.org/10.1086/209314
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    Cited by:

    1. Azar, Ofer H., 2011. "Business strategy and the social norm of tipping," Journal of Economic Psychology, Elsevier, vol. 32(3), pages 515-525, June.
    2. Parrett, Matt, 2011. "Do people with food service experience tip better?," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 40(5), pages 464-471.
    3. Abhishek, 2015. "Will you buy if others touch it? Evaluation of products touched by others during shopping," IIMA Working Papers WP2015-03-13, Indian Institute of Management Ahmedabad, Research and Publication Department.
    4. repec:eee:joreco:v:30:y:2016:i:c:p:242-251 is not listed on IDEAS
    5. Natter, Martin & Kaufmann, Katharina, 2015. "Voluntary market payments: Underlying motives, success drivers and success potentials," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 57(C), pages 149-157.
    6. repec:eee:joreco:v:36:y:2017:i:c:p:172-179 is not listed on IDEAS
    7. repec:eee:jouret:v:89:y:2013:i:3:p:301-314 is not listed on IDEAS
    8. Peck, Joann & Childers, Terry L., 2006. "If I touch it I have to have it: Individual and environmental influences on impulse purchasing," Journal of Business Research, Elsevier, vol. 59(6), pages 765-769, June.
    9. Schindler, Robert M., 2008. "Blessings and the spiritual life of consumers," Journal of Business Research, Elsevier, vol. 61(5), pages 542-543, May.
    10. repec:eee:joreco:v:18:y:2011:i:5:p:381-388 is not listed on IDEAS
    11. Parrett, Matt, 2015. "Beauty and the feast: Examining the effect of beauty on earnings using restaurant tipping data," Journal of Economic Psychology, Elsevier, vol. 49(C), pages 34-46.
    12. repec:jtr:journl:v:16:y:2017:i:1:p:176-198 is not listed on IDEAS
    13. Azar, Ofer H., 2006. "Tipping, firm strategy, and industrial organization," MPRA Paper 4485, University Library of Munich, Germany.

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