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There has been an increased interest in marketing literature in understanding the role of sensory experience. However, few researchers have addressed multisensory interaction of visual and tactile evaluation for products salient in single sensory modality. The purpose of this paper is to address this gap and investigate how multisensory evaluation influences overall attitude and purchase intentions. Further, the role of individual personality variable in influencing the interrelationship between sensory evaluation and behavioral outcomes are examined.

The data for this study were collected from 126 students who responded to attitude towards the product and purchase intentions after evaluating three experimental tasks. Repeated measures analysis of variance was carried out to test the multisensory interaction hypotheses.

The multisensory interaction of tactile and visual information was found to significantly increase the consumer attitudes for products dominant on single sensory modality of touch. Further, the multisensory evaluation led to greater purchase intentions than visual or tactile evaluation.

The paper is perhaps first to investigate multisensory interaction of tactile and visual sensory information in evaluation of products that are salient in touch properties. The current study further examines the role of individual personality variables in influencing interrelationship between sensory evaluation and purchase intentions.

More and more disposable goods are available in surgical rooms. Rules and standards have been proposed in order to prevent infection from patient to surgical team and vice versa. A proposed mandatory European standard prEn 13795 “Surgical drapes, gowns and clear air suits used as medical devices, for patients, clinical staff and equipment”, is being developed by the Committee of European Normalisation and specifies the basic performance requirements and test methods for single‐use and reusable materials after sterilisation process. Therefore, the performances of the surgical gowns demand a balance between barrier and comfort properties. In comfort evaluation, tactile feeling is one of the most primary and important aspects with regard to the grading of the products. Therefore, the influence of the sterilisation process on the tactile perception is important to be evaluated. Subsequently, the final aim of this paper is to contribute to the knowledge of influence of sterilisation treatment on the tactile perception.

The aim of presented investigation was to test developed testing device Griff tester, created for the objective evaluation of textile hand and to compare the obtained data with sensory evaluation results of textiles, subjected to different final treatments.

The effect of two finishing products, i.e. the crease‐resistant finishing Knittex^® “K” and the softener macro silicone Ultratex^® “Ul” upon 100 per cent cotton plain weave fabric was studied by two methods – objective evaluation and sensory analysis. Objective evaluation was done using Griff tester device where disc shaped specimen was extracted through a rounded hole of the stand. Sensory analysis was performed by the panel of 11 trained persons.

Investigations have shown that both treatments changed the hand of the fabric in the expected direction. Meantime, two experimental methods (objective and sensory approach) have shown their effectiveness to evaluate the textile touch, respectively.

The obtained results proved that criterion Q can be used for sensitive and vivid detection of differences between fabrics, affected by different final treatment operations. The effects of finishing products' concentrations were found to be in accordance with the manufacturer's technical specifications and with the finishing industrialist's expectations.

Investigation results obtained by Griff tester revealed the possibility of fabric hand evaluation on the basis of one relative criterion Q. These results can be linked with some attribute issued of the sensory analysis applied to the characterisation of the tactile feeling.

Online shopping has become a commonplace thing nowadays as people can buy products from the comfort of their home. But such environments do not offer a complete sensory interaction as consumers are unable to touch products which is quite important for certain categories of products such as apparels. Therefore, in order to find whether every individual seeks touch equally, the purpose of this paper is to deal with the differences in an individual’s preferences for touch. The study also evaluates customer responses towards the introduction of touch-enabling technology which can, to some extent, compensate for the lack of touch. Lastly, the study includes customers’ views regarding showrooming and webrooming.

A total of 203 responses were received through online and offline questionnaires. The data were analysed using ANOVA, correlation and regression analysis through SPSS version 23.

The results revealed that gender influenced the Need for Touch (NFT) with women having higher NFT. The people who were high in NFT preferred to buy in-store, whereas their low NFT counterparts were comfortable with both online and in-store options. Lastly, it was found that there was a significant impact of NFT on online buying behaviour. The new technology when used by online retailers would break the barriers that exist between real touch and virtual touch.

Although previous authors have given several options like mental representations, verbal details and brand image as alternatives to touch but the use of touch-enabling technology can revolutionise the way online products are perceived. The study adds value by relating NFT with online preferences, showrooming and webrooming.

The purpose of this paper is to investigate the sensory marketing activities in an outdoor out-store shopping environment.

The study synthesizes the existing literature to build up an integrative conceptual framework of sensory marketing from the supply-side perspective. An observational study then follows to demonstrate how sensory marketing has been implemented in an outdoor out-store shopping environment in Japan.

The study has proved that there is an outdoor out-store marketing environment where marketers use sensory cues to provide the information about their shops and products/services to their potential customers. When looking at each shop separately, the dominant sensory cues are the visual ones; however, in the outdoor out-store marketing environment of a shopping street as a whole, the combination of visual, audio, and tactile cues is a popular practice. In addition, it is observed that some outdoor out-store marketing practices are oriented toward the local cultural values.

Implications for shopping environments management are discussed.

The study extends the theories on shopping environments to an outdoor out-store context, and supports the implementation of experiential marketing and context marketing.

Examines the twelfth published year of the ITCRR. Runs the whole gamut of textile innovation, research and testing, some of which investigates hitherto untouched aspects. Subjects discussed include cotton fabric processing, asbestos substitutes, textile adjuncts to cardiovascular surgery, wet textile processes, hand evaluation, nanotechnology, thermoplastic composites, robotic ironing, protective clothing (agricultural and industrial), ecological aspects of fibre properties – to name but a few! There would appear to be no limit to the future potential for textile applications.

Examines the eleventh published year of the ITCRR. Runs the whole gamut of textile innovation, research and testing, some of which investigates hitherto untouched aspects. Subjects discussed include cotton fabric processing, asbestos substitutes, textile adjuncts to cardiovascular surgery, wet textile processes, hand evaluation, nanotechnology, thermoplastic composites, robotic ironing, protective clothing (agricultural and industrial), ecological aspects of fibre properties – to name but a few! There would appear to be no limit to the future potential for textile applications.

The purpose of this paper is to evaluate the influence of assembly type on the hand property of the polyester-knitted materials containing different amounts of elastane fibre.

The hand property of control textile materials specimens as well as assembled ones applying both adhesive bonding and sewing was evaluated analysing the typical pulling curves as well as the individual hand parameters, which were determined using the device KTU-Griff-Tester. The complex hand criterion Q was calculated for the complete assessment of both textiles and their assemblies’ hand by one numeral value.

It was shown that the fabric structure and assembly type have a significant influence on the knitted materials hand property. The complex hand criterion Q varied from 0.068 to 0.186, depending on the material structure, and it was decreased up to 42.6 per cent due to textile assemblies.

The determined research results are significant not only for clothing science but also leads to the improvement in clothing quality in fashion industry suggesting more ergonomic and original constructional decisions for clothes’ design, selection of most suitable assembly type and its place in overall garment area, which is very important for the development process of the slim fitted sportswear featuring with a very complicated construction, usually worn under intensive body movements causing rubbing effect to the skin.

Knitted fabrics should not only be elastic but also have perfect hand, thus making them to feel comfortable. But hand property of assembled textiles had not been investigated previously. Novelty and originality of this research was the objective and simple evaluation of the hand property for both knitted materials and their assemblies taking into account the overall skin sensorial comfort of a garment.

For cloths having direct contact with the skin, comfort properties are a priority than the physical and mechanical properties. Innerwear clothes should induce pleasant feelings because they have a direct influence on human psychological satisfaction, health and work efficiency. The purpose of this study is to investigate the impact of cotton fiber parameters on the sensorial comfort of woven fabrics.

Four types of cotton fiber with different fineness, mean length, uniformity index, short fiber content, strength and elongation were used to develop yarns used to weave fabric samples. Kawabata evaluation system (KES) was used to analyze the fabrics’ sensorial comfort.

Results showed that cotton fiber parameters have a significant effect on surface friction and roughness properties. Low stress tensile, tensile resilience and tensile strain properties were affected by fiber micronaire, mean length, uniformity index, short fiber content, fiber strength and elongation. However, fabric shear, bending and compression properties were least dependent on fiber parameters. The correlation of the dependent variable and the independent variable was also statistically analyzed and reported. From the results, it was shown that cotton fiber parameters play a significant role in woven fabrics’ sensorial comfort.

The cloths that are in contact with the skin can be developed using the results of these studies to feel pleasant. This will, in turn, have a direct effect on the customer's psychological satisfaction, health and work performance.

The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts.

This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology.

The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers’ cognition, emotions and behaviors.

A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses.

This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers’ cognitive, emotional and behavioral responses.

This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.