School of Business
Need for touch and information processing strategies: An empirical examination
Document Type
Article
Abstract
Drawing from literatures on haptic modality and information processing, direct measures of information processing strategy are developed and applied to investigate whether touch search is a form of analytical processing. Applying two distinct approaches in the two studies, evidence of the processing style of those high in need for touch, compared with those low in need for touch, is gathered and tested in an online context where touch is not available. Cumulatively, the findings indicate that high-need-for-touch consumers follow an analytical, feature-by-feature processing strategy, whereas those low in need for touch rely more on a relational processing strategy. Theoretical and managerial implications are provided. © 2012 John Wiley & Sons, Ltd.
Publication Title
Journal of Consumer Behaviour
Publication Date
9-1-2012
Volume
11
Issue
5
First Page
415
Last Page
421
ISSN
1472-0817
DOI
10.1002/cb.1393
Keywords
consumer research, information processing, management science, empirical research, marketing strategy, consumer behavior, touch
Repository Citation
Yazdanparast, Atefeh and Spears, Nancy, "Need for touch and information processing strategies: An empirical examination" (2012). School of Business. 91.
https://commons.clarku.edu/faculty_school_of_management/91
