Haptic Sensation and Consumer Behaviour

The Influence of Tactile Stimulation in Physical and Online Environments

Authors: Racat, Margot, Capelli, Sonia

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  • Offers an overview of haptic sensation and its influence on consumers’ behaviour
  • Proposes to define and develop what is haptic consumption
  • Introduces the paradox of the digital age for reaching out to consumers’ senses
  • Investigates the interface role for rendering tactile sensations
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eBook $44.99
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  • ISBN 978-3-030-36922-4
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  • Immediate eBook download after purchase
Hardcover $59.99
price for USA in USD
  • ISBN 978-3-030-36921-7
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  • Usually dispatched within 3 to 5 business days.
About this book

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.

About the authors

Margot Racat holds a PhD in Marketing from the University of Lyon and is a researcher at the Magellan Research Center at the IAE Lyon, Jean Moulin University Lyon 3, France. Her research focuses on sensory and digital marketing and particularly on consumption in virtual environments. Her work has been published in various academic and managerial journals (including the French Management Review, the French Marketing Journal, and the Journal of Interactive Marketing).

Sonia Capelli holds a PhD in Marketing from Grenoble University and is a Full Professor at the Magellan Research Center at the IAE Lyon, Jean Moulin University Lyon 3, France. Her research and publications focus on communication political and territorial and on consumer behaviour. Her work has been published in various academic and managerial journals (including the Journal of Advertising Research, the Journal of Product and Brand Management, Psychology and Marketing, the Public Management Review, and Research and Applications in Marketing).

Table of contents (4 chapters)

Table of contents (4 chapters)

Buy this book

eBook $44.99
price for USA in USD (gross)
  • ISBN 978-3-030-36922-4
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $59.99
price for USA in USD
  • ISBN 978-3-030-36921-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Haptic Sensation and Consumer Behaviour
Book Subtitle
The Influence of Tactile Stimulation in Physical and Online Environments
Authors
Copyright
2020
Publisher
Palgrave Pivot
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
eBook ISBN
978-3-030-36922-4
DOI
10.1007/978-3-030-36922-4
Hardcover ISBN
978-3-030-36921-7
Edition Number
1
Number of Pages
XIX, 125
Topics