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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

18 out of 120

Tactile Stimulation and Consumer Response

Jacob Hornik
DOI: http://dx.doi.org/10.1086/209314 449-458 First published online: 1 December 1992


Tactile behavior is a basic communication form as well as an expression of interpersonal involvement. This article presents three studies offering evidence for the positive role of casual interpersonal touch on consumer behavior. More specifically, it provides initial support for the view that tactile stimulation in various consumer behavior situations enhances the positive feeling for and evaluation of both the external stimuli and the touching source. Further, customers touched by a requester tend to comply more than customers in no-touch conditions. Implications for consumer behavior theory and research are discussed.

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