2015 | OriginalPaper | Chapter
The Effect of Touch on Perceived Product Freshness
Author : Devdeep Maity
Published in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Publisher: Springer International Publishing
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
Past studies indicate that even though consumers develop ownership feelings towards the product they touch, they often decide to select a “fresh” untouched piece while making the final purchase selection. This study offers insight on the above unexplored issue and suggests that the reason behind such switching behavior is consumers’ low perception of freshness towards the self-touched product. The study introduces a new variable known as “perceived product freshness” and suggests that low product freshness perception attenuates consumers’ ownership feelings towards the self-touched product. Furthermore, the study also suggests that such ownership feelings vary from one consumer to another based on their chronic regulatory focus. Implications and future research are discussed.