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The influence of incidental haptic sensations in evaluating consumer brands

Leigh Leo
University of Johannesburg
Elizabeth H. Swinstead
Industrial/ Organisational Consultant
Freddie Crous
University of Johannesburg
Gideon Pieter de Bruin
University of Johannesburg
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The influence of incidental haptic sensations in evaluating consumer brands. (2022). Communicare: Journal for Communication Studies in Africa, 35(2), 1-15. https://doi.org/10.36615/jcsa.v35i2.1593
  • Articles
  • Submited: October 14, 2022
  • Published: October 17, 2022

Abstract

Embodied cognition provides the epistemological means from which new insights into haptic
sensations can be explored within the field of consumer psychology. Extant research has shown
that incidental haptic sensations can, nonconsciously, influence the judgement of objects that are
non-diagnostic (unrelated) for the actual qualities of the item being judged; this would include
the perception customers have of products. The application of this conception to the use of selfreport
questionnaires in consumer research lead to the hypothesis that the haptic experience
of a self-report questionnaire (weight and firmness of the paper) could, nonconsciously, trigger
physically grounded mental frameworks. In turn, this could lead consumers to form stronger
product judgments when encountering an incidental, tactile experience of strength (firmness)
in a self-report questionnaire. In two experiments (N = 178 and N = 128) evidence was found to
support this hypothesis. Implications of the findings and future research directions are discussed.

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How to Cite
The influence of incidental haptic sensations in evaluating consumer brands. (2022). Communicare: Journal for Communication Studies in Africa, 35(2), 1-15. https://doi.org/10.36615/jcsa.v35i2.1593

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