Haptic Sensation and Consumer Behaviour
The Influence of Tactile Stimulation in Physical and Online Environments
- 2020
- Buch
- Verfasst von
- Dr. Margot Racat
- Prof. Sonia Capelli
- Verlag
- Springer International Publishing
Über dieses Buch
Über dieses Buch
This book offers an overview of haptic sensation and its influence on consumers’ behaviour, especially in dual and mediated environments where products are accessible through an interface.
After almost three decades, marketers have reached a critical understanding of the importance of consumers’ senses to the processing of brands, products and advertising information. Since the development of the internet, however, there have been questions as to how markets and consumers can reach out to products in different environments. Recent advances in technologies allow sensations to render or stimulate physical sensations similar to the handling of the same product. These emerging possibilities question the way consumers are and will be able to feel a product according to the reality it relies on.
The book begins by defining and discussing haptic consumption, before introducing the challenge of appealing to consumers’ senses in the digital age and examining how marketing managers have overcome this tangible barrier to date. The authors go on to further investigate the role of interfaces in rendering tactile sensations, with a particular focus on technological innovations. Finally, the book presents the authors’ original research in the field and offers a prospective vision of consumption for the coming years.
Inhaltsverzeichnis
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Frontmatter
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Chapter 1. Introduction to the World of Haptic Sensations
Margot Racat, Sonia CapelliAbstractThis chapter aims to position the sense of touch within the consumption context. The authors first define the sense of touch from cultural, sociological, psychological, and marketing perspectives. The authors provide an overview of the academic research of “what is touching” and explain its characteristics—i.e. “how do we touch”. Then the authors show the explicit and implicit influence the sense of touch has on our perceptual system and mind—i.e. information processing. At the end of the chapter, the authors expose how it influences consumers’ direct experience of product in store environments. -
Chapter 2. Touching Without Touching: The Paradox of the Digital Age
Margot Racat, Sonia CapelliAbstractThis chapter aims to show the evolution between the different environments in which consumers and products constantly interact: Internet and associated technologies have enabled new ways of interactions through mobile devices such as consumers tend to proceed to purchase without even touching products. Many researches from the 90s along with the development of the Internet have raised the question of the inability to touch in these upcoming environments unless that haptic feedback would be further integrated for consumption usage. Accordingly, this chapter exposes the new consumer journeys through digital interfaces and reviews part of the literature on virtual environments and afferents notions that are virtual and augmented reality to position the new consumers’ experience through interfaces as well as the change in consumption habits. -
Chapter 3. When Interfaces Make It Real
Margot Racat, Sonia CapelliAbstractThis chapter aims to reflect on the role of intermediaries that are interfaces and how their tactile attributes are “integrated” into the processing of information by consumers when browsing and searching for products through the device. We first define and explain the different type of tactile interfaces currently available on the market. Second, we discuss the tactile rendering techniques and benefits from a consumer’s perspective for online shopping. -
Chapter 4. The Future of Consumption in a Haptic-Based World
Margot Racat, Sonia CapelliAbstractThis chapter aims to provide a set of research with specifics examples that support the development of the previous chapters. It particularly focuses on recent and relevant research on haptic interfaces (development and consumer approach) as well as it will develop a first-hand research study with materials that lies down the foundation to consider for future haptic interface in consumption. -
Backmatter
- Titel
- Haptic Sensation and Consumer Behaviour
- Verfasst von
-
Dr. Margot Racat
Prof. Sonia Capelli
- Copyright-Jahr
- 2020
- Electronic ISBN
- 978-3-030-36922-4
- Print ISBN
- 978-3-030-36921-7
- DOI
- https://doi.org/10.1007/978-3-030-36922-4
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