Papers

Research indicates that haptic information, in other words, information the consumer acquires by touching the product with his hands, is important in the evaluation of products that differ in material characteristics, such as texture, hardness, temperature and weight.

This research on the perception of interior wall finishes shows that colour has a greater impact on the visual perception of the “warmth” of materials that ruggedness and structure.

When consumers shop for clothing, they judge the items of clothing both in a visual and tactile manner. This research shows that tactile evaluations (making an evaluation based on how the product feels) can be used as a peripheral cue in our decision process, which suggests that touch and the way something feels immediately influences us on an unconscious level.