Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues

Journal of Consumer Research, Inc., Vol. 34, April 2008

12 Pages Posted: 21 Jan 2015

See all articles by Aradhna Krishna

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business

Maureen Morrin

Temple University - Fox School of Business and Management; Temple University - Department of Marketing and Supply Chain Management

Date Written: January 19, 2015

Abstract

We develop a conceptual framework regarding the perceptual transfer of haptic or touch-related characteristics from product containers to judgments of the products themselves. Thus, the firmness of a cup in which water is served may affect consumers’ judgments of the water itself. This framework predicts that not all consumers are equally affected by such nondiagnostic haptic cues. Results from four studies show that consumers high in the autotelic need for touch (general liking for haptic input) are less affected by such nondiagnostic haptic cues compared to consumers low in the autotelic need for touch. The research has many implications for product and package design.

Suggested Citation

Krishna, Aradhna and Morrin, Maureen, Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues (January 19, 2015). Journal of Consumer Research, Inc., Vol. 34, April 2008. Available at SSRN: https://ssrn.com/abstract=2552160 or http://dx.doi.org/10.2139/ssrn.2552160

Aradhna Krishna (Contact Author)

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

Maureen Morrin

Temple University - Fox School of Business and Management ( email )

Philadelphia, PA 19122
United States

Temple University - Department of Marketing and Supply Chain Management ( email )

Philadelphia, PA 19122
United States

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