2016 | OriginalPaper | Buchkapitel
Touching but with the Eyes Only! The Effectiveness of Textured Packaging and the Moderating Effect of Previous Tactile Stimulation
verfasst von : Bruno Ferreira, Sonia Capelli, Olivier Trendel
Erschienen in: Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
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This study analyses the effectiveness of textured packaging and the moderating roles of tactile stimulation and an individual level variable, the NFT instrumental dimension. We show that touching a first product can fulfill the need for touch and potentially decrease or suppress the visual effect of texture of subsequent products.