Ferreira, BrunoCapelli, SoniaTrendel, Olivier2016-02-192016-02-192016Ferreira, 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.978-3-319-24184-5http://hdl.handle.net/10400.19/3078Copyright Holder: Academy of Marketing ScienceThis 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.engMarketingPackagingTextureNeed For TouchTactile primingTouchbook part10.1007/978-3-319-24184-5_139