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Can a brand or an innovative cue compensate the impossibility of touching the product by consumers?
[La marque ou une mention innovante permet-elle de compenser l'impossibilité de toucher le produit par les consommateurs ?]

Author

Listed:
  • Josselin Masson

    (Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar, CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - UB - Université de Bourgogne - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE])

  • Vesselina Tossan

    (LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - CNAM - Conservatoire National des Arts et Métiers [CNAM] - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université)

  • Wedian Abbas

    (LPMT - Laboratoire de Physique et Mécanique Textiles - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - MNGE - Matériaux et Nanosciences Grand-Est - UNISTRA - Université de Strasbourg - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - INSERM - Institut National de la Santé et de la Recherche Médicale - INC-CNRS - Institut de Chimie - CNRS Chimie - CNRS - Centre National de la Recherche Scientifique)

  • Dominique Adolphe

    (LPMT - Laboratoire de Physique et Mécanique Textiles - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - MNGE - Matériaux et Nanosciences Grand-Est - UNISTRA - Université de Strasbourg - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - INSERM - Institut National de la Santé et de la Recherche Médicale - INC-CNRS - Institut de Chimie - CNRS Chimie - CNRS - Centre National de la Recherche Scientifique)

  • Laurence Schacher

    (LPMT - Laboratoire de Physique et Mécanique Textiles - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - MNGE - Matériaux et Nanosciences Grand-Est - UNISTRA - Université de Strasbourg - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - INSERM - Institut National de la Santé et de la Recherche Médicale - INC-CNRS - Institut de Chimie - CNRS Chimie - CNRS - Centre National de la Recherche Scientifique)

Abstract

Packaging or methods of distance selling prevent consumers from touching the products and therefore from evaluating them properly. Thus the aim of this research is to observe whether extrinsic information, such as brand or innovative cue, can compensate this lack of sensory information and so improve the hedonic evaluation. An experiment conducted on 110 subjects with two fabrics shows that consumers evaluate them more positively when they observe them with an extrinsic information than when they observe them without this information, and that this improvement is greater than that obtained when we allow them to assess the fabrics by the touch in addition to the mere sight.

Suggested Citation

  • Josselin Masson & Vesselina Tossan & Wedian Abbas & Dominique Adolphe & Laurence Schacher, 2015. "Can a brand or an innovative cue compensate the impossibility of touching the product by consumers? [La marque ou une mention innovante permet-elle de compenser l'impossibilité de toucher le produi," Post-Print hal-01329177, HAL.
    • Handle: RePEc:hal:journl:hal-01329177
    as

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