Grasping a product affects choice of other seen products

Researchers at the University of Innsbruck investigated how touching a given product influences perception and choice of other seen products. They found that grasping a source product increases the visual fluency of a haptically similar product, thereby increasing the likelihood of choosing that product.
The results suggest that by manipulating or mimicking the haptic features (e.g., shape and size) of objects that consumers grasp while shopping, marketers can develop packaging that facilitates consumers’ visual processing of their products, thereby increasing choice of those products. An article about the research is published in the Journal of Consumer Psychology.
Click here for an abstract of the article.

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