The effect of touch on consumer attitude towards autotelic and instrumental products

This research examines the effect of touch on consumers’ attitudes toward products being touched. Results of two studies show that allowing consumers to touch products increases their attitudes toward them through two alternative mechanisms, depending on the type of product. For instrumental products, i.e., those that might be touched for diagnostic reasons, touch increases the perceived ease of using them, and, in so doing improves attitude. For autotelic products, i.e., those that might be touched to experience pleasing sensations, touch increases sensory enjoyment, and thus attitude. These effects are particularly stronger for consumers with a chronically high instrumental and autotelic need for touch, respectively. In addition to adding to the growing literature on touch, this research has practical implications for marketers of these two types of products.