Role of tactile and visual inputs in product evaluation: a multisensory perspective

M. S. Balaji, Srividya Raghavan, Subhash Jha

Research output: Journal PublicationArticlepeer-review

32 Citations (Scopus)

Abstract

Purpose – 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. Design/methodology/approach – 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. Findings – 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. Originality/value – 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.

Original languageEnglish
Pages (from-to)513-530
Number of pages18
JournalAsia Pacific Journal of Marketing and Logistics
Volume23
Issue number4
DOIs
Publication statusPublished - 30 Aug 2011
Externally publishedYes

Keywords

  • Consumer behaviour
  • Multisensory interaction
  • Need for touch
  • Product evaluation
  • Purchase intention
  • Students
  • Tactile evaluation
  • Touch diagnostic products
  • Visual evaluation
  • Visual product aesthetics

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management
  • Marketing

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