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

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