A importância do toque em marketing
DOI:
https://doi.org/10.29352/mill0202e.10Palavras-chave:
marketing sensorial, toque, toque interpessoal, perceção háptica, necessidade de toqueResumo
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.
Downloads
Referências
Ackerman, J. M., Nocera, C. C., & Bargh, J. A. (2010). Incidental Haptic Sensations Influence Social Judgments and Decisions. Science, 328(5986), 1712-1715. doi: 10.1126/science.1189993
Argo, J. J., Dahl, D. W., & Morales, A. C. (2006). Consumer Contamination: How Consumers React to Products Touched by Others. Journal of Marketing, 70(2), 81-94.
Argo, J. J., Dahl, D. W., & Morales, A. C. (2008). Positive Consumer Contagion: Responses to Attractive Others in a Retail Context. Journal of Marketing Research, 45(6), 690-701. doi: 10.1509/jmkr.45.6.690
Biswas, D., Labrecque, L. I., Lehmann, D. R., & Markos, E. (2014). Making choices while smelling, tasting, and listening: The role of sensory (dis)similarity when sequentially sampling products. Journal of Marketing, 78(1), 112-126.
Cheskin, L. (1957). How to predict what people will buy. New York: Liveright.
Childers, T. L., & Peck, J. (2010). Informational and Affective Influences of Haptics on Product Evaluation. In A. Krishna (Ed.), Sensory Marketing (pp. 63-72). New York (USA): Routledge.
Citrin, A. V., Stem Jr, D. E., Spangenberg, E. R., & Clark, M. J. (2003). Consumer need for tactile input: An internet retailing challenge. Journal of Business Research, 56(11), 915-922. doi: 10.1016/s0148-2963(01)00278-8
Crusco, A. H., & Wetzel, C. G. (1984). The Midas touch: The effects of interpersonal touch on restaurant tipping. Personality and Social Psychology Bulletin, 10(4), 512-517. doi: 10.1177/0146167284104003
d'Astous, A., & Kamau, E. (2010). Consumer product evaluation based on tactile sensory information. Journal of Consumer Behaviour, 9(3), 206-213. doi: 10.1002/cb.312
Desmet, P. M. A., & Hekkert, P. (2007). Framework of Product Experience. International Journal of Design, 1(1), 57-66.
Ferreira, B. (2014). L'influence de la texture d'un emballage: Une approche par des méthodes explicites et implicites. Doctoral Thesis, Université d'Auvergne, Clermont-Ferrand, France.
Ferreira, B., & Capelli, S. (2012). The Effects of the Haptic Perception of Packaging Texture in Product Perceptions. Athens: ATINER'S Conference Paper Series, No: BUS2012-0171.
Fisher, J. D., Rytting, M., & Heslin, R. (1976). Hands Touching Hands: Affective and Evaluative Effects of an Interpersonal Touch. Sociometry, 39(4), 416-421.
Grohmann, B., Spangenberg, E. R., & Sprott, D. E. (2007). The influence of tactile input on the evaluation of retail product offerings. Journal of Retailing, 83(2), 237-245. doi: 10.1016/j.jretai.2006.09.001
Guéguen, N., & Jacob, C. (2005). The effect of touch on tipping: an evaluation in a French bar. International Journal of Hospitality Management, 24(2), 295-299. doi: http://dx.doi.org/10.1016/j.ijhm.2004.06.004
Guillot, A., Di Rienzo, F., MacIntyre, T., Moran, A., & Collet, C. (2012). Imagining is not doing but involves specific motor commands: a review of experimental data related to motor inhibition. Frontiers in Human Neuroscience, 6. doi: 10.3389/fnhum.2012.00247
Hatwell, Y., Streri, A., & Gentaz, E. (2000). Toucher pour connaître : psychologie cognitive de la perception tactile manuelle. Paris: PUF.
Honea, H., & Horsky, S. (2012). The power of plain: Intensifying product experience with neutral aesthetic context. Marketing Letters, 23(1), 223-235. doi: 10.1007/s11002-011-9149-y
Hornik, J. (1992a). Effects of Physical Contact on Customers' Shopping Time and Behavior. Marketing Letters, 3(1), 49-55.
Hornik, J. (1992b). Tactile Stimulation and Consumer Response. Journal of Consumer Research, 19(3), 58.
Hornik, J., & Ellis, S. (1988). Strategies to Secure Compliance for a Mall Intercept Interview. Public Opinion Quarterly, 52(4), 539-551. doi: 10.1086/269129
Hultén, B., Broweus, N., & van Dijk, M. (2009). Sensory Marketing. London (UK): Palgrave Macmillan.
Keysers, C., Kaas, J. H., & Gazzola, V. (2010). Somatosensation in social perception. Nature Reviews Neuroscience, 11(6), 417-428. doi: 10.1038/nrn2833
Klatzky, R. L. (2010). Touch - A Gentle Tutorial With Implications for Marketing. In A. Krishna (Ed.), Sensory Marketing (pp. 33-47). New York (USA): Routledge.
Kleinke, C. L. (1977). Compliance to requests made by gazing and touching experimenters in field settings. Journal of Experimental Social Psychology, 13(3), 218-223. doi: http://dx.doi.org/10.1016/0022-1031(77)90044-0
Krishna, A. (2006). Interaction of Senses: The Effect of Vision versus Touch on the Elongation Bias. Journal of Consumer Research, 32(4), 557-566.
Krishna, A., Elder, R. S., & Caldara, C. (2010). Feminine to smell but masculine to touch? Multisensory congruence and its effect on the aesthetic experience. Journal of Consumer Psychology, 20(4), 410-418. doi: 10.1016/j.jcps.2010.06.010
Krishna, A., & Morrin, M. (2008). Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues. Journal of Consumer Research, 34(6), 807-818.
Lederman, S. J., & Klatzky, R. L. (1987). Hand movements: A window into haptic object recognition. Cognitive psychology, 19(3), 342-368.
Lederman, S. J., & Klatzky, R. L. (1993). Extracting object properties through haptic exploration. Acta Psychologica, 84(1), 29-40. doi: 10.1016/0001-6918(93)90070-8
Levin, I. P., & Gaeth, G. J. (1988). How Consumers Are Affected by the Framing of Attribute Information before and after Consuming the Product. Journal of Consumer Research, 15(3), 78.
Lindstrom, M. (2005). Broad sensory branding. Journal of Product & Brand Management, 14(2), 84-87. doi: 10.1108/10610420510592554
Ludwig, V. U., & Simner, J. (2013). What colour does that feel? Tactile–visual mapping and the development of cross-modality. Cortex, 49(4), 1089-1099. doi: http://dx.doi.org/10.1016/j.cortex.2012.04.004
Martin, B. A. S. (2012). A Stranger's Touch: Effects of Accidental Interpersonal Touch on Consumer Evaluations and Shopping Time. Journal of Consumer Research, 39(1), 174-184.
McCabe, D. B., & Nowlis, S. M. (2003). The Effect of Examining Actual Products or Product Descriptions on Consumer Preference. Journal of Consumer Psychology, 13(4), 431-439. doi: 10.1207/s15327663jcp1304_10
Morales, A. C. (2010). Understanding the Role of Incidental Touch in Consumer Behavior. In A. Krishna (Ed.), Sensory Marketing (pp. 49-62). New York (USA): Routledge.
Morales, A. C., & Fitzsimons, G. J. (2007). Product Contagion: Changing Consumer Evaluations Through Physical Contact with "Disgusting" Products Journal of Marketing Research, 44, 272-283.
Peck, J., Barger, V. A., & Webb, A. (2013). In search of a surrogate for touch: The effect of haptic imagery on perceived ownership. Journal of Consumer Psychology, 23(2), 189-196. doi: 10.1016/j.jcps.2012.09.001
Peck, J., & Childers, T. L. (2003). Individual Differences in Haptic Information Processing: The "Need for Touch" Scale. Journal of Consumer Research, 30(3), 430-442.
Peck, J., & Childers, T. L. (2006). If I touch it I have to have it: Individual and environmental influences on impulse purchasing. Journal of Business Research, 59(6), 765-769. doi: 10.1016/j.jbusres.2006.01.014
Peck, J., & Shu, S. B. (2009). The Effect of Mere Touch on Perceived Ownership. Journal of Consumer Research, 36(3), 434-447.
Peck, J., & Wiggins, J. (2006). It Just Feels Good: Customers' Affective Response to Touch and Its Influence on Persuasion. Journal of Marketing, 70(4), 56-69. doi: 10.1509/jmkg.70.4.56
Peck, J., & Wiggins, J. J. (2011). Autotelic need for touch, haptics, and persuasion: The role of involvement. Psychology & Marketing, 28(3), 222-239. doi: 10.1002/mar.20389
Rahman, O. (2012). The Influence of Visual and Tactile Inputs on Denim Jeans Evaluation. International Journal of Design, 6(1).
Revesz, G. (1934). System der optischen und haptishen Raumtaüschungen. Zeitschrift für Psychologie, 131, 296-375.
Robinson, J. (1998). The Manipulators: A Conspiracy to Make Us Buy. London: Simon & Schuster Ltd.
Rozin, P., & Nemeroff, C. (1990). The laws of sympathetic magic: A psychological analysis of similarity and contagion. In J. E. Stigler, R. A. Shweder & H. Gilbert (Eds.), Cultural Psychology: Essays on comparative human development (pp. 205-232). New York: Cambridge University Press.
Schifferstein, H. N. J. (2010). From salad to bowl: The role of sensory analysis in product experience research. Food Quality and Preference, 21(8), 1059-1067. doi: http://dx.doi.org/10.1016/j.foodqual.2010.07.007
Spence, C., & Gallace, A. (2011). Multisensory design: Reaching out to touch the consumer. Psychology & Marketing, 28(3), 267-308. doi: 10.1002/mar.20392
Underhill, P. (1999). Why We Buy: The science of shopping. New York (USA): Simon & Schuster.
Wansink, B., & Ittersum, K. v. (2005). Shape of glass and amount of alcohol poured: comparative study of effect of practice and concentration. BMJ, 331(7531), 1512-1514. doi: 10.1136/bmj.331.7531.1512
Williams, L. E., & Bargh, J. A. (2008). Experiencing Physical Warmth Promotes Interpersonal Warmth. Science, 322(5901), 606-607. doi: 10.1126/science.1162548
Zampini, M., Mawhinney, S., & Spence, C. (2006). Tactile perception of the roughness of the end of a tool: What role does tool handle roughness play? Neuroscience Letters, 400(3), 235-239. doi: 10.1016/j.neulet.2006.02.068
Downloads
Publicado
Como Citar
Edição
Secção
Licença
Direitos de Autor (c) 2017 Millenium - Journal of Education, Technologies, and Health
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
Os autores que submetem propostas para esta revista concordam com os seguintes termos:
a) Os artigos são publicados segundo a licença Licença Creative Commons (CC BY 4.0), conformando regime open-access, sem qualquer custo para o autor ou para o leitor;
b) Os autores conservam os direitos de autor e concedem à revista o direito de primeira publicação, permitindo-se a partilha livre do trabalho, desde que seja corretamente atribuída a autoria e publicação inicial nesta revista.
c) Os autores têm autorização para assumir contratos adicionais separadamente, para distribuição não-exclusiva da versão do trabalho publicada nesta revista (ex.: publicar em repositório institucional ou como capítulo de livro), com reconhecimento de autoria e publicação inicial nesta revista.
d) Os autores têm permissão e são estimulados a publicar e distribuir o seu trabalho online (ex.: em repositórios institucionais ou na sua página pessoal) já que isso pode gerar alterações produtivas, bem como aumentar o impacto e a citação do trabalho publica
Documentos necessários à submissão
Template do artigo (formato editável)
