Extraction of haptic properties: Individual characteristics and stimulus characteristics

This dissertation examines the role of product touch on consumer behavior. A conceptual framework was developed and three studies were performed to test this theoretical framework. This research specifically identifies that individual differences exist in consumers' "desire to touch".;A series of three experiments has been Performed. Study 1 involved investigating different product categories that vary on dimensions best ascertained by haptic touch (texture, hardness, and weight) and to explore the individual difference trait "desire to touch". As part of the study, process measures were collected including the videotaped hand movements of participants to enable a match between specific hand movements and the haptic information extracted. For those high in "desire to touch", haptic information was more accessible than for those low in "desire to touch".;The second study extended the first by further investigating the interaction between the motivation of an individual to obtain haptic product information and the opportunity to do so while taking into account the moderating effect of the individual difference "desire to touch". One key finding was that those individuals high in "desire to touch" were more frustrated at an inability to touch when examining a product and less confident in their evaluation of the product if touch was prohibited compared to their low "desire to touch" counterparts.;Finally, study 3 built on the first two experiments by moving into the field, a grocery store setting, to further examine the individual difference "desire to touch", the type of touching, and the effect of Product touch on actual purchase behavior, and specifically on impulse buying. A significant finding was that individuals high in "desire to touch" were found to purchase more impulsively than those low in their "desire to touch". The conclusions drawn from all three studies indicate that product touch has significant influences in consumer behavior and the area of product touch offers a fruitful area for research.