6. The sense of touch

D.B. López Lluch; L. Noguera Artiaga

6. The sense of touch

In: Sensory and aroma marketing

Authors:

D.B. López Lluch

D.B. López Lluch Universidad Miguel Hernández de Elche, Escuela Politécnica Superior de Orihuela, Department of Agri-Environmental Economics, Sociology and Agricultural Policy, Ctra. Beniel, km 3.2, 03312 Orihuela, Alicante, Spain.

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L. Noguera Artiaga

L. Noguera Artiaga Universidad Miguel Hernández de Elche, Escuela Politécnica Superior de Orihuela, Department of Agro-Food Technology, Ctra. Beniel, km 3.2, 04 Orihuela, Alicante, Spain.

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Type:: Chapter

Pages:: 127–146

DOI:: https://doi.org/10.3920/978-90-8686-841-4_6

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In this chapter, we will try to understand what touch is, which implications it can have in sensory marketing, and how it can affect product and business definitions. The sense of touch is one of the central forms of perceptual experience. Positive touch from others is necessary for an individual’s healthy development. Often ignored when we talk about our fundamental senses, the sensation of touch is a fundamental part of our daily experience, influencing what we buy, who we love and even how we heal. We use this sense to gather information about our surroundings and as a means of establishing trust and social bonds with other people. Vision and smell alone are not always enough for consumers to evaluate products or to make purchase decisions, and including other important information, such as on the form, robustness, texture or weight of a product perceived by the sense of touch (or tactile sense) for sure will help. Visual and tactile senses can be identified as the most active of our five senses. In retail management practice, it is obvious that the tactile sense, as a sensory channel, is significant in purchase and consumption processes for goods such as cars, computers, clothing, home equipment, mobile phones, shoes or for restaurant services. The question of whether merely touching an object influences a consumer’s perception of ownership and the amount they are willing to pay for an object has not been investigated in depth. In this chapter, we will look into these points: (1) how does touch affect retail and selling; (2) how could touch affect the value of products; and (3) touch opportunities for branding.

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Sensory and aroma marketing

E-Book ISBN:: 9789086868414

Publisher:: Wageningen Academic

Print Publication Date:: 31 May 2017

Subjects
- Life Sciences

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6. The sense of touch

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Sensory and aroma marketing

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