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Thus far, we (consensual not colonial) have addressed a transcendent, metonymic sense of touch, curative of bodies and meanings, accepting Turner's hypothesis that ‘the contemporary problem of the body in society is a legacy of the Judaeo-Christian discourse of the body as flesh’ (Turner, 1997, p. 103). Then we outlined the detour of meaning, its extravagance. But there is a more immediate kind of touch. In terms of touch, we agree with Nancy and Hutchens – there is a peculiar reflexivity to touch:The sense of touch feels itself feeling itself. (Hutchens, 2005, p. 55, citing Nancy)It is by touching the other that the body is a body, absolutely separated and shared. (Nancy, 1993a, p. 205)

The presented research aims to depict shoppers' touching behaviour in relation to the introduction of visual and olfactory sensory cues at point‐of‐purchase in a retail setting. In the field of retailing research, there is a paucity of knowledge on how visual and olfactory sensory cues impact on consumers' touch behaviour.

The author presents a review of theoretically relevant work from retailing and consumer psychology, and an original study examining the impact of visual and olfactory sensory cues on consumer touch behaviour. The study was a field experiment in the glass department of the Swedish retailer IKEA. The design was quasi‐experimental with a convenience sample of shoppers assigned to a control group (n=451) and an experimental group (n=435).

In the reported study, the author finds significant differences between shoppers' touching behaviour in a manipulated point‐of‐purchase compared to a conventional one. The findings show that visual and olfactory sensory cues have a positive impact on shoppers' touching behaviour, purchase intentions and total sale.

The findings demonstrate that sensory cues exert a positive impact on consumers' desire to touch. Sensory cues frame consumers' affective responses and decision making through involving the sense of touch.

The findings provide guidelines for managers of retail and service outlets, concerning the benefits of sensory cues in enhancing shoppers' touching behaviour at point‐of‐purchase.

The research demonstrates that the introduction of visual and olfactory sensory cues impact consumers' touch behaviour at point‐of‐purchase in a retail setting.

Touch plays an important role in the evaluations of products. However, prior quantitative touch research does not present a holistic perspective of haptics. This study aims to provide a more comprehensive understanding of haptic information that consumers attain from touch.

Adopting a qualitative research approach, semi-structured, depth interviews were conducted with industry experts.

Based on the findings, this research proposes a conceptual model of consumer haptic perception consisting of seven key influences, namely, the effects of haptic sensation, haptic perception, the influence of individual factors, the influence of external environmental factors, the multi-dimensionality of haptics, haptic cue congruity and haptic dominance.

This study suggests firms to understand the importance of consumers’ haptic perception as an opportunity to engage an individual’s heart and mind through information attained through touch.

This is the first study in marketing to propose a conceptual model of haptics comprising several new haptic influences. This model contributes to the emerging literature of sensory marketing by providing directions for future touch research by capturing the dynamic nature of haptics.

El tacto desempeña un papel importante en nuestras evaluaciones de los productos. Sin embargo, las investigaciones cuantitativas anteriores sobre el tacto no presentan una perspectiva holística de la percepción táctil. Este artículo pretende ofrecer una comprensión más completa de la información táctil que los consumidores obtienen del contacto.

Adoptando un enfoque de investigación cualitativa, se realizaron entrevistas semiestructuradas en profundidad con expertos del sector.

A partir de los resultados, esta investigación propone un modelo conceptual de la percepción táctil del consumidor que consta de siete influencias clave: Los efectos de la sensación háptica, la percepción háptica, la influencia de los factores individuales, la influencia de los factores ambientales externos, la multidimensionalidad de la sensación táctil, la congruencia de las pistas táctiles y la dominancia de la sensación táctil.

Este estudio sugiere a las empresas que comprendan la importancia de la percepción táctil de los consumidores como una oportunidad para captar el corazón y la mente del individuo a través de la información obtenida mediante el tacto.

Este es el primer estudio en marketing que propone un modelo conceptual de la percepción táctil que incluye varias influencias táctiles nuevas. Este modelo contribuye a la literatura emergente del marketing sensorial proporcionando direcciones para la futura investigación táctil al capturar la naturaleza dinámica del sentido del tacto.

触摸在我们对产品的评价中起着重要作用。然而, 在先前定量的触觉研究中并未呈现触觉的整体视角。本文旨在更全面地了解消费者通过触摸获得的触觉信息。

本文采用定性研究方法, 与行业专家进行了半结构化的深度访谈。

本研究提出了一个消费者触觉感知的概念模型, 其中包括七个关键影响因素：触觉的影响、触觉感知、个人因素的影响、外部环境因素的影响、触觉的多维性、触觉线索的一致性和触觉的主导性。

这项研究建议企业了解消费者触觉感知的重要性, 并将触觉信息传达作为吸引消费者心灵的机会。

这是营销领域首次提出触觉概念模型的研究, 该模型包含几种新的触觉影响因素。这个触觉概念模型通过捕捉触觉的动态特性为未来的触觉研究提供方向, 从而为新兴的感官营销文献做出了贡献。

The purpose of this paper is twofold. First, it seeks to extend service and retailers understanding of how the inclusion of haptics can gamify digital service experiences. Second, it seeks to understand the moderating role of consumers orientation towards adventure in service experiences.

This research adopts a two-study, 2 (haptic technology: present vs absent) × 2 (adventure orientation: high vs low) to test the proposed hypotheses (Study 1 n = 210, Study 2 n = 452). The data are tested using ANCOVA's and Hayes PROCESS Macro to investigate mean differences and the potential presence of two different moderated mediated relationships.

The results are consistent across the two experimental studies evidencing that the inclusion of haptics to gamify the service experience leads to significantly improved outcomes for service brands and channels. Further, the results demonstrate that the impact of haptics is greater for consumers with a lower, compared to higher, sense of adventure. Thus, the results demonstrate that whilst haptics improves consumers experiences with technological services overall, this is more prevalent for those who have “less sense of adventure”.

This paper sheds insight into the emerging area of haptic technology and is one of the first to specifically examine the impact of consumers “sense of adventure.”

Drawing on embodied cognition theory, this study examined the impact of midair, gesture-based somatosensory augmented reality (AR) experience on consumer delight and stickiness intention. The mediating effects of three psychological states for body schema (i.e. natural symbol sets, vivid memory and human touch) on the relationships between somatosensory AR and consumer delight/stickiness intention are determined. By filling gaps in the research, we hope to provide guidance on how to drive delightful somatosensory AR marketing.

Two experiments were conducted (Study 1 and Study 2) to test the research model and hypotheses. These experiments compared the effects of the “presence” (midair, gesture-based) and “absence” (mouse-based traditional website) conditions in somatosensory AR on consumer body schema and the creation of a delightful virtual shopping experience (i.e. consumer delight and stickiness intention).

The consumer delight and stickiness intention created in the presence condition was much higher than those in the absence condition. Consumers appeared to prefer engaging in a midair gesture-based somatosensory AR experience and exploring an augmented metaverse reality to interacting with a mouse-based traditional website. We also found that giving online consumers more somatosensory activities and kinesthetic experiences effectively inspired three psychological states of body schema in online consumers.

The results contribute to the AR experience and somatosensory marketing literature by revealing the role of natural symbol sets, vivid memory and the sense of human touch. This research breaks through the long-developed research paradigm on consumer delight, which has been limited to traditional entities and web contexts. We also extend embodied cognition theory to the study of somatosensory AR marketing.

A major factor hampering the continuing and explosive rise of e-commerce, particularly for experience goods, is the lack of tactile information that could help to reduce uncertainty in consumer purchase decision making online. The purpose of this paper is to identify the specific touch-related properties worthwhile to enable in online retailing and the type of customer value that can be provided, as well as the drivers and barriers for consumer acceptance toward touch-enabling technologies for online shopping.

By means of consumer focus groups, the authors address the research questions regarding touch-related properties, their value to consumers, and the drivers and barriers for consumer acceptance by taking into consideration two specific touch-enabling technologies.

The study reveals that touch-enabling technologies can provide utilitarian and hedonic value to consumers, mainly at the pre-purchase stages in the path-to-purchase. Valuable applications conceived by consumers primarily pertain to offering information on material and geometric product properties. A hurdle for consumer adoption seems to be the necessity of a dedicated output device, such as a glove.

Due to the early development stage of the new technologies under investigation, this study is exploratory in nature. The findings should be validated in the future, once these technologies actually get introduced for online marketing purposes.

This study aims to raise awareness among online retailers about marketing opportunities comprised of touch-enabling technology.

The authors provide a first outlook with regard to future consumer acceptance of touch-enabling technologies in online shopping and how and when such technologies can provide consumer value.

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.

This study aims to propose and demonstrate a practical application of a new three-part holistic sensory evaluation (HSE) method for textiles and apparel based on the senses of sight, touch, hearing and smell. HSE method development was carefully documented, described and successfully applied to evaluate sensory characteristics and consumer perceptions and acceptance of bacterial cellulose (BC), a novel sustainable material for apparel.

In Part One of the HSE method, research participants described the material in their own words based on the senses of sight, touch, hearing and smell. In Part Two, they rated the intensities and their linking for 25 predetermined attributes describing BC. Part Three measured participants’ overall liking of BC and its perceived suitability for apparel and accessories.

Application of the HSE method resulted in an in-depth understanding of BC material. Areas for material improvements and positive characteristics were identified, providing direction for further development. Consumers found BC suitable for accessories and outer-layer garments but not for apparel.

Sensory evaluation of textiles and apparel has traditionally focused on the senses of touch and sight. The new HSE method allows evaluating the full range of sensory characteristics of materials/products and holistically assessing consumer perceptions. The method is especially useful for novel materials and wearable technology. BC has gained increased interests as a novel sustainable material, yet consumer studies have been lacking. This study reports a comprehensive evaluation of BC material from consumer perspective.

This paper aims to explore the electronic design of the Touch Hand: a low-cost electrically powered prosthetic hand. The hand is equipped with an array of sensors allowing for position control and haptic sensation. Pressure sensors are used on the fingertips to detect grip force. A temperature sensor placed in the fingertip is used to measure the contact temperature of objects. Investigations are made into the use of cantilever vibration sensors to detect surface texture and object slippage. The hand is capable of performing a lateral grip of 3.7 N, a power grip of 19.5 N and to passively hold a weight of up to 8 kg with a hook grip. The hand is also tested on an amputee and used to perform basic tasks. The amputee took 30 min to learn how to operate the hands basic gripping functions.

Problems of previous prosthetic hands were investigated, followed by ways to improve or have similar capabilities, yet keeping in mind to reduce the price. The hand was then designed, simulated, developed and then tested. The hand was then displayed to public and tested with an amputee.

The Touch Hand’s capabilities with the usage of the low-cost materials, components and sensory system was obtained in the tests that were conducted. The results are shown in this paper to identify the appropriateness of the sensors for a usage while the costs are reduced. Furthermore, models were developed from the results obtained to take into account factors such as the non-slip material.

The research was restricted to a US$1,000 budget to allow the availability of a low-cost prosthetic hand.

The Touch Hand had to have the ability to supply the amputee with haptic feedback while allowing the basic grasping of objects. The commercial value is the availability of an affordable prosthetic hand that can be used by amputees in Africa and other Lower-Income countries, yet allowing a more advanced control system compared to the pure mechanical systems currently available.

The Touch Hand has the ability to give amputees affected in war situations the ability to grasp objects in a more affordable manner compared to the current available options. Feedback from amputees about the current features of the Touch Hand was very positive and it proves to be a way to improve society in Lower-Income countries in the near future. A sponsorship program is being developed to assist amputees with the costs of the Touch Hand.

The contributions of this research is a low-cost prototype system than can be commercialized to allow amputees in the Lower-Income countries to have the ability of a prosthetic hand. A sensory system in the hand is also explained which other low-cost prosthetic hands do not have, which includes temperature, force and vibration. Models of the sensors used that are developed and calibrated to the design of the hand are also described.

The purpose of this paper is to present the multi‐sensory brand‐experience concept in relation to the human mind and senses. It also seeks to propose a sensory marketing (SM) model of the multi‐sensory brand‐experience hypothesis.

This paper applies exploratory and explanatory approaches to investigating the multi‐sensory brand‐experience concept within the context of discovery. The qualitative study is built on primary and secondary data sources, including personal interviews with experts and managers.

The multi‐sensory brand‐experience hypothesis suggests that firms should apply sensorial strategies and three explanatory levels within an SM model. It allows firms through means as sensors, sensations, and sensory expressions to differentiate and position a brand in the human mind as image.

A theoretical implication is that the multi‐sensory brand‐experience hypothesis emphasizes the significance of the human mind and senses in value‐generating processes. Another theoretical implication is that the hypothesis illustrates the shortcomings of the transaction and relationship marketing models in considering the multi‐sensory brand‐experience concept. It is worth conducting additional research on the multi‐sensory interplay between the human senses in value‐generating processes.

The findings offer additional insights to managers on the multi‐sensory brand‐experience concept. This research opens up opportunities for managers to identify emotional/psychological linkages in differentiating, distinguishing and positioning a brand as an image in the human mind.

The main contribution of this research lies in developing the multi‐sensory brand‐experience hypothesis within a SM model. It fills a major gap in the marketing literature and research in stressing the need to rethink conventional marketing models.