A importância do toque em marketing

Authors

  • Bruno Morgado-Ferreira Instituto Politécnico de Viseu - Escola Superior de Tecnologia e Gestão de Viseu http://orcid.org/0000-0002-7102-7804
  • Sonia Capelli Université Jean Moulin Lyon 3

DOI:

https://doi.org/10.29352/mill0202e.10

Keywords:

marketing sensorial, toque, toque interpessoal, perceção háptica, necessidade de toque

Abstract

 

O toque continua a ser o sentido menos estudado em marketing sensorial. As dificuldades de verbalização das sensações táteis constituem explicitamente a primeira barreira. No entanto, os mecanismos de influência do toque continuam a suscitar a curiosidade de muitos investigadores. Estes estudos recorrem maioritariamente a protocolos experimentais para se testarem os diversos efeitos produzidos pelo toque e identificarem quais os benefícios deste sentido em contextos comerciais. Este artigo faz uma extensa revisão da literatura sobre o tema, com o objetivo de compreender melhor a importância do toque no marketing. Começamos por definir o que é o sentido do toque. De seguida, abordamos dois tipos de contactos táteis. O primeiro foca-se na interação do toque com os produtos e o segundo diz respeito ao toque entre indivíduos. Sem desprezar as limitações e os efeitos menos positivos ou até mesmo constrangedores do toque, este artigo pretende servir de base para investigação futura.

 

Author Biographies

Bruno Morgado-Ferreira, Instituto Politécnico de Viseu - Escola Superior de Tecnologia e Gestão de Viseu

Professor of Marketing

Sonia Capelli, Université Jean Moulin Lyon 3

Professor of Marketing

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Published

2017-07-14

How to Cite

Morgado-Ferreira, B., & Capelli, S. (2017). A importância do toque em marketing. Millenium - Journal of Education, Technologies, and Health, 2(2e), 121–134. https://doi.org/10.29352/mill0202e.10

Issue

Section

Engineering, Technology, Management and Tourism