Can’t Touch This: Haptic Cues and Their Personality

Nina Krey, Joanne M. Tran, Julie Moulard

Research output: Chapter in Book/Report/Conference proceedingChapter


For centuries, humans have been engaging their senses when assessing their surroundings. As consumers, haptic feel, visual cues, audio tunes, and other sensory aspects affect our perceptions and attitudes toward brands and purchasing behaviors. The sensory marketing literature argues that touch is the most influential sense of all sensory cues. However, scant research in the sensory marketing literature addresses haptic cues and how these cues affect brand attributes, such as brand personality. Therefore, this conceptual paper proposes a model of haptic cues and brand personality that identifies which haptic cue associates most with a brand personality dimension. In addition, need-for-touch is suggested as a moderator between the aforementioned relationships. While we cannot always touch products or may not have a high need for touch, determining which haptic cue relates most with a certain brand personality dimension provide much contribution to the sensory marketing and branding literature in determining sensory signatures for brands.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages1
StatePublished - 2016
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

All Science Journal Classification (ASJC) codes

  • Marketing
  • Strategy and Management


Dive into the research topics of 'Can’t Touch This: Haptic Cues and Their Personality'. Together they form a unique fingerprint.

Cite this