It Just Feels Good: Customers’ Affective Response to Touch and Its Influence on Persuasion

Prior research has assumed that touch has a persuasive effect only if it provides attribute or structural information about a product. Under this view, the role of touch as a persuasive tool is limited. The main purpose of this research is to investigate the persuasive influence of touch as an affective tool in the absence of useful product-related information. The authors find that for people who are motivated to touch because it is fun or interesting, a communication that incorporates touch leads to increased affective response and increased persuasion, particularly when the touch provides neutral or positive sensory feedback. People who are not motivated to touch for fun will also be persuaded by a communication that incorporates touch when they are able to make sense of how the touch is related to the message. The authors explore the effectiveness of different types of touch in generating an affective response, and they replicate the effects on attitudes and behavior in a real-world setting. This research suggests that the marketing implications of touch are more substantial than previously believed. The authors present research implications for direct marketing, product packaging, point-of-purchase displays, and print advertising.