TACTILE BRANDING

Question 1

tactile

Answer 1

perception by touching with the hands

Question 2

haptic

Answer 2

cutaneous or kinesthetic perception (via skin and body movements, respectively)

Question 3

Tactile Marketing:

Answer 3

aspects of marketing that can use touch include product, package, adv, retailing.

Question 4

packAGING

Answer 4

A packaging with a strong and unique tactile element can increase diversification

Question 5

Tactile branding can achieve:

Answer 5

 Brand image
 Differentiation  recognition  increase purchasing

Question 6

Touch in advertising:

Answer 6

• Visual detail of texture
• Scrolling
• Swiping
• Vibrating
• Touchsense ads (vibration in key moments of the adv)

Question 7

retailing

Answer 7

product touch  example: apple stores set their notebooks at a 70° angle, in this way they’ll go an fully open it, hence touching the product.

Question 8

mere touch effect

Answer 8

just by touching things people get more engaged (decrease frustration and increase confidence in purchase)

Question 9

visual preview model

Answer 9

vision provides a fast initial estimate of tactile properties, tactile exploration then confirms or revises those properties.

Question 10

need for touch

Answer 10

an individual’s preference and motivation for touching objects.

Question 11

instrumental NFT

Answer 11

functional aspects of touch, like texture  need to know the shape by touching. Only way to make sure if a product is worth buying is by touching it.

Question 12

autotelic NFT

Answer 12

hedonic aspects of touch, enjoyment  don’t need to know how it feels, you just enjoy feeling. I like to touch products even if I have no intention of touching them.

Question 13

results of impulsivity

Answer 13

People with high NFT purchase more impulsively than low NFT, and touching increases impulsivity of purchase in both cases.

Question 14

why does touch improve evaluations

Answer 14

• psychological ownership
• processing fluency

Question 15

psychological ownership

Answer 15

a feeling that the target object belongs to oneself.

Question 16

endowment effect

Answer 16

sellers who were given a mug were willing to give it up for 7$ minimum, while buyers would have purchased it for at most 2$.  when you touch something it starts to feel yours.

Question 17

processing fluency

Answer 17

a metacognitive evaluation of the ease with which something is perceived or understood. Touching a product increases the fluency of evaluating the product, and fluent processing increases liking.

Question 18

Visuo-Tactile Integration: how does touch increase fluency?

Answer 18

Touch and vision help identify an object’s size, shape, and texture. Vision provides a preview of tactile properties, while touch provides a slower, more detailed confirmation.  touch and vision are complementary senses, touching something improves the visual fluency of it.
grasping a product with a distinctive packaging facilitates visual recognition of it.

Question 19

visuo-tactile priming

Answer 19

As a result, people with the visuo-haptic experience considered the can much more visually fluent than the bottle, while the ones with visual-only perceived them as equally fluent.  it refers to how exposure to certain visual cues (such as images or pictures) can influence subsequent processing of tactile (touch-related) stimuli, and vice versa.

Question 20

optimal integration theory

Answer 20

Haptic and visual info contribute of object recognition in a compensatory manner. When one of the two is less reliable, the other compensates. Visuo-Tactile priming is stronger when target is visually degraded.