Need for touch and information processing strategies: An empirical examination
Article first published online: 10 JUL 2012
Copyright © 2012 John Wiley & Sons, Ltd.
Journal of Consumer Behaviour
Volume 11, Issue 5, pages 415–421, September/October 2012
How to Cite
Yazdanparast, A. and Spears, N. (2012), Need for touch and information processing strategies: An empirical examination. Journal of Consumer Behaviour, 11: 415–421. doi: 10.1002/cb.1393
- Issue published online: 26 SEP 2012
- Article first published online: 10 JUL 2012
- Manuscript Revised: 2 MAY 2012
- Manuscript Accepted: 2 MAY 2012
- Manuscript Received: 25 NOV 2011
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. Copyright © 2012 John Wiley & Sons, Ltd.