Journal article
Observing Product Touch: The Vicarious Haptic Effect in Digital Marketing and Virtual Reality
Journal of marketing research, Vol.59(2), pp.306-326
04/01/2022
DOI: 10.1177/00222437211059540
Abstract
Retail is rapidly evolving to construct virtual environments for consumers. Online product images, videos, and virtual reality (VR) interfaces enliven consumer experiences and are a source of product information. Because consumers are unable to physically touch products in these digital environments, this research examines vicarious touch, or the observation of a hand in physical contact with a product in a digital environment. Across eight studies, the authors use images, GIFs, and VR to show that vicarious touch affects consumers' psychological ownership and product valuation due to the active nature of product touch, which results in a felt sense of body ownership of the virtual hand. This is termed the "vicarious haptic effect." Results demonstrate that it is not enough to show a hand in an advertisement; the hand must be touching a product. The vicarious haptic effect is strongest for people who become highly stimulated by an immersive VR experience (i.e., measured via the elevation in heart rate). The vicarious haptic effect is attenuated if the viewed interaction does not represent a diagnostic hand movement. The authors discuss theoretical and managerial implications for digital product presentation to encourage feelings of product ownership and valuation.
Details
- Title: Subtitle
- Observing Product Touch: The Vicarious Haptic Effect in Digital Marketing and Virtual Reality
- Creators
- Andrea Webb Luangrath - Univ Iowa, Iowa City, IA 52242 USAJoann Peck - University of Wisconsin–MadisonWilliam Hedgcock - University of MinnesotaYixiang Xu - Univ Calif Berkeley, Berkeley, CA USA
- Resource Type
- Journal article
- Publication Details
- Journal of marketing research, Vol.59(2), pp.306-326
- Publisher
- Sage
- DOI
- 10.1177/00222437211059540
- ISSN
- 0022-2437
- eISSN
- 1547-7193
- Number of pages
- 21
- Grant note
- University of Wisconsin-Madison School of Business Stead Technology Group University of Iowa Tippie College of Business Iowa Center for Research by Undergraduates
- Language
- English
- Date published
- 04/01/2022
- Academic Unit
- Marketing
- Record Identifier
- 9984380404802771
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