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Haptics and its Effect on Consumers' Intentions Using Neuroscientific Methods: Literature Review

Author

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  • Jan Vrána

    (Department of Marketing and Trade, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic)

  • Stanislav Mokrý

    (Department of Marketing and Trade, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic)

Abstract
The haptic properties of a product have mostly been underestimated with most studies focusing on visual aspects of objects. Nonetheless, in the last years, it has been found that tactile stimuli are in some cases even more important than the visual ones. However, the traditional paper-based surveys cannot fully and objectively examine their effects on consumers. Therefore, neuroscientific methods, which overcome these obstacles, are becoming more used but there is still only a small number of studies focusing on the effect of haptics in marketing. Using the keywords haptics, tactile input, EEG, fMRI and tactile, seven relevant studies have been found and used in this literature review, out of which four have used EEG and three fMRI. Thus, the main objective of this paper is to review the research that has been already conducted and to identify the areas in which further research should be made and the neuroscientific methods which could be used.

Suggested Citation

  • Jan Vrána & Stanislav Mokrý, 2020. "Haptics and its Effect on Consumers' Intentions Using Neuroscientific Methods: Literature Review," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 68(2), pages 451-457.
    • Handle: RePEc:mup:actaun:actaun_2020068020451
    DOI: 10.11118/actaun202068020451
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    References listed on IDEAS

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    1. Aradhna Krishna & Maureen Morrin, 2008. "Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 807-818, October.
    2. Marc O. Ernst & Martin S. Banks, 2002. "Humans integrate visual and haptic information in a statistically optimal fashion," Nature, Nature, vol. 415(6870), pages 429-433, January.
    3. Citrin, Alka Varma & Stem, Donald Jr. & Spangenberg, Eric R. & Clark, Michael J., 2003. "Consumer need for tactile input: An internet retailing challenge," Journal of Business Research, Elsevier, vol. 56(11), pages 915-922, November.
    4. Joann Peck & Suzanne B. Shu, 2009. "The Effect of Mere Touch on Perceived Ownership," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(3), pages 434-447.
    5. Peck, Joann & Childers, Terry L, 2003. "Individual Differences in Haptic Information Processing: The "Need for Touch" Scale," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(3), pages 430-442, December.
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    Cited by:

    1. Kim, Minjeong & Kim, Jung-Hwan & Park, Minjung & Yoo, Jungmin, 2021. "The roles of sensory perceptions and mental imagery in consumer decision-making," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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