IDEAS home Printed from
   My bibliography  Save this article

Tactile Stimulation and Consumer Response


  • Hornik, Jacob


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

    Download full text from publisher

    File URL:
    Download Restriction: no


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    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.

    More about this item


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:19:y:1992:i:3:p:449-58. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.