Orientador(es)
Resumo(s)
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.
Descrição
Copyright Holder: Academy of Marketing Science
Palavras-chave
Marketing Packaging Texture Need For Touch Tactile priming Touch
Contexto Educativo
Citação
Ferreira, B., Capelli, S., & Trendel, O. (2016). Touching but with the Eyes Only! The Effectiveness of Textured Packaging and the Moderating Effect of Previous Tactile Stimulation. In C. Campbell & J. J. Ma (Eds.), Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress (pp. 553-553). Cham: Springer International Publishing.
Editora
Springer International Publishing