Haptic Sensation and Consumer Behaviour (eBook)

The Influence of Tactile Stimulation in Physical and Online Environments

Margot Racat, Sonia Capelli (Autoren)

eBook Download: PDF

2020 | 1st ed. 2020
XIX, 125 Seiten
Springer International Publishing (Verlag)
978-3-030-36922-4 (ISBN)

Infos

This book offers an overview of haptic sensation and its influence on consumers' behaviour, especially in dual and mediated environments where products are accessible through an interface.

 After almost three decades, marketers have reached a critical understanding of the importance of consumers' senses to the processing of brands, products and advertising information. Since the development of the internet, however, there have been questions as to how markets and consumers can reach out to products in different environments. Recent advances in technologies allow sensations to render or stimulate physical sensations similar to the handling of the same product. These emerging possibilities question the way consumers are and will be able to feel a product according to the reality it relies on.

The book begins by defining and discussing haptic consumption, before introducing the challenge of appealing to consumers' senses in the digital age and examining how marketing managers have overcome this tangible barrier to date. The authors go on to further investigate the role of interfaces in rendering tactile sensations, with a particular focus on technological innovations. Finally, the book presents the authors' original research in the field and offers a prospective vision of consumption for the coming years.

Margot Racat holds a PhD in Marketing from the University of Lyon and is a researcher at the Magellan Research Center at the IAE Lyon, Jean Moulin University Lyon 3, France. Her research focuses on sensory and digital marketing and particularly on consumption in virtual environments. Her work has been published in various academic and managerial journals (including the French Management Review, the French Marketing Journal, and the Journal of Interactive Marketing).

Sonia Capelli holds a PhD in Marketing from Grenoble University and is a Full Professor at the Magellan Research Center at the IAE Lyon, Jean Moulin University Lyon 3, France. Her research and publications focus on communication political and territorial and on consumer behaviour. Her work has been published in various academic and managerial journals (including the Journal of Advertising Research, the Journal of Product and Brand Management, Psychology and Marketing, the Public Management Review, and Research and Applications in Marketing).

Inhalt

Acknowledgements 6
Introduction 7
Reference 9
Contents 10
List of Figures 13
List of Tables 14
1 Introduction to the World of Haptic Sensations 15
1.1 The Sense of Touch 16
1.1.1 Social and Cultural Dimensions 17
1.1.2 Neuro-Psychophysical Dimensions 21
1.2 Tactile Stimulation, a Consumer and Product Perspective 25
1.2.1 Consumers’ Individual Characteristics for Touching 25
1.2.1.1 Need for Touch 26
1.2.1.2 Need for Tactile Input 27
1.2.1.3 Interface Need for Touch 27
1.2.2 Product Tactile Cues 29
1.2.2.1 Product Classification 29
1.2.2.2 Product Evaluation: Exploratory Procedures 31
1.2.2.3 Diagnostic Touch and Non-diagnostic 32
1.2.3 Consumer Interpretation of Product Tactile Properties 33
1.2.3.1 Adding Tactile Cues to the Product 33
1.2.3.2 Product Contamination 35
1.3 Conclusion 36
References 37
2 Touching Without Touching: The Paradox of the Digital Age 46
2.1 Internet Environment: Evolution of Consumers’ Experience with Products 47
2.1.1 New Consumers’ Experience: Online Image Interactivity 48
2.1.2 Mediated Environments: Human–Machine Interactions 51
2.2 Impact of Mediated Environments on Consumers’ Product Perception 60
2.2.1 Multichannel Shopping Environments: Enhancing Sensory Interactions 60
2.2.2 Visuo-Haptic Stimulation in Online Shopping Environments 63
2.3 Conclusion 64
References 65
3 When Interfaces Make It Real 78
3.1 From Product Touch to the Interface Touch 79
3.1.1 Interface Haptic Stimulation and Influence on Consumers’ Behaviour 79
3.1.2 Consumers’ Evolution of Touching in Computer-Mediated Environments 82
3.2 Tactile Rendering Systems: Recovering Haptic Experiences 84
3.2.1 Tactile Rendering Technologies: Functioning and Developments 85
3.2.2 Realism for Consumption Environments: Visual and Haptic Rendering of Texture 91
3.3 Managerial Focus: From Imagination to Sensory Stimulation 95
3.4 Conclusion 97
References 97
4 The Future of Consumption in a Haptic-Based World 107
4.1 To Mimic or Not to Mimic the Reality? That Is the Question 108
4.1.1 Congruency and Similarity in Mediated Environments 109
4.1.2 Online Sensory Information Processing: An Experimental Plan 113
4.1.2.1 Study 1—Evaluation of Realism Between Physical and Virtual Experiences of a Product 113
4.1.2.2 Study 2—Tactile Rendering to Serve Sensory Similarity of the Virtual Product Experience 116
4.2 Implication for the Future of Haptic Consumption 121
References 124
Conclusion 129
Index 131

Produkt-Details

• Erscheint lt. Verlag: 6.1.2020
• Zusatzinfo: XIX, 125 p.
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: augmented reality • digital • Haptic • Marketing • sensory • Sensory system • Tactile
• ISBN-10: 3-030-36922-6 / 3030369226
• ISBN-13: 978-3-030-36922-4 / 9783030369224