消费行为领域的触觉研究:回顾、应用与展望
5809 
956
外国经济与管理 2014 年 第 36 卷第 04 期, 页码：25 - 35
摘要
参考文献
摘要
触觉对于消费至关重要。消费者通过触摸产品或根据产品的触觉线索来制定购买决策;商家根据产品的触觉特征选择零售渠道;产品及包装等的成功设计也离不开触觉线索。但在消费行为研究领域,有关触觉的研究近期才引起学术界的重视。本文将消费行为领域已有的触觉研究分为人际触碰、人物触摸、线上产品不能触摸的弥补策略、消费者传染以及触摸的具身效应五个分支,系统梳理和阐述了每个分支的研究成果及其带来的营销管理启示,并剖析了未来研究方向,以期推动营销学界触觉研究和企业界相关实践的发展。
[1]Abbey A.Sex differences in attributions for friendly behavior:Do males misperceive females’friendliness?[J].Journal of Personality and Social Psychology,1982,42(5):830-838.
[2]Ackerman J M,Nocera C C and Bargh J A.Incidental haptic sensations influence social judgments and decisions[J].Science,2010,328(5986):1712-1715.
[3]Andersen J F,Andersen P A and Lustig M W.Opposite sex touch avoidance:A national replication and extension[J].Journal of Nonverbal Behavior,1987,11(2):89-109.
[4]Argo J J,Dahl D W and Morales A C.Consumer contamination:How consumers react to products touched by others[J].Journal of Marketing,2006,70(2):81-94.
[5]Argo J J,Dahl D W and Morales A C.Positive consumer contagion:Responses to attractive others in a retail context[J].Journal of Marketing Research,2008,45(6):690-701.
[6]Burgoon J K.Relational message interpretations of touch,conversational distance,and posture[J].Journal of Nonverbal Behavior,1991,15(4):233-259.
[7]Buss D M.Sex differences in human mate preferences:Evolutionary hypotheses tested in 37cultures[J].Behavioral and Brain Sciences,1989,12(1):11-14.
[9]Castro I A,Morales A C and Nowlis S M.The influence of disorganized shelf displays and limited product quantity on consumer purchase[J].Journal of Marketing,2013,77(4):118-133.
[10]Citrin A V,Stem D E,Spangenberg E R and Clark M J.Consumer need for tactile input an internet retailing challenge[J].Journal of Business Research,2003,56(11):915-922.
[11]Emmers T M and Dindia K.The effect of relational stage and intimacy on touch:An extension of Guerrero and Andersen[J].Personal Relationships,1995,2(3):225-236.
[12]Fisher J D,Marvin R and Richard H.Hands touching hands:Affective and evaluative effects of an interpersonal touch[J].Sociometry,1976,39(3):416-421.
[13]Gallace A and Spence C.The science of interpersonal touch:An overview[J].Neuroscience&Biobehavioral Reviews,2010,34(2):246-259.
[14]Guéguen N.The effect of a woman’s incidental tactile contact on men’s later behavior[J].Social Behavior and Personality,2010,38(2):257-266.
[15]Guerrero LK and Andersen P A.Patterns of matching and initiation:Touch behavior and touch avoidance across romantic relationship stages[J].Journal of Nonverbal Behavior,1994,18(2):137-153.
[16]Henricson M,Berglund A L,Sylvia M,Ekman R and Segesten K.The outcome of tactile touch on oxytocin in intensive care patients:A randomized controlled trial[J].Journal of Clinical Nursing,2008,17(19):2624-2633.
[17]Hertenstein M J,Julie M V,Alyssa M K and Rachel M H.The communicative functions of touch in humans,nonhuman primates,and rats:A review and synthesis of the empirical research[J].Genetic,Social,and General Psychology Monographs,2006,132(1):5-94.
[18]Hornik J.Tactile stimulation and consumer response[J].Journal of Consumer Research,1992,19(3):449-458.
[19]Kahle L R and Pamela M H.Physical attractiveness of the celebrity endorser:A social adaptation perspective[J].Journal of Consu-mer Research,1995,11(4):954-961.
[20]Krishna A,Elder R S and Caldara C.Feminine to smell but masculine to touch?Multisensory congruence and its effect on the aesthetic experience[J].Journal of Consumer Psychology,2010,20(4):410-418.
[21]Krishna A.An integrative review of sensory marketing:Engaging the senses to affect perception,judgment and behavior[J].Journal of Consumer Psychology,2012,22(3):332-351.
[22]Levav J and Argo J J.Physical contact and financial risk taking[J].Psychological Science,2010,21(6):804-810.
[23]Liu W M and Wang H Z.Lack of control,touch and willingness to pay-Implications to online and offline retailers[R].2013年中国营销科学学术年会暨博士生论坛会议论文.
[24]Marlow N and Jansson-Boyd C V.To touch or not to touch;that is the question.Should consumers always be encouraged to touch products,and does it always alter product perception?[J].Psychology&Marketing,2011,28(3):256-266.
[25]Martin B A.A stranger’s touch:Effects of accidental interpersonal touch on consumer evaluations and shopping time[J].Journal of Consumer Research,2012,39(1):174-184.
[26]McCabe D B and Nowlis S M.The effect of examining actual products or product descriptions on consumer preference[J].Journal of Consumer Psychology,2003,13(4):431-439.
[27]McCullough M E,Everett L W and Kenneth C R.Interpersonal forgiving in close relationships[J].Journal of Personality and Social Psychology,1997,73(2):321-336.
[28]Meyers-Levy J,Zhu J R and Jiang L.Context effects from bodily sensations:Examining bodily sensations induced by flooring and the moderating role of product viewing distance[J].Journal of Consumer Research,2010,37(1):1-14.
[29]Monsour M.Meaning of intimacy in cross-and same-sex friendships[J].Journal of Social and Personal Relationships,1992,9(2):277-295.
[30]Newman G E,Diesendruck G and Bloom P.Celebrity contagion and the value of objects[J].Journal of Consumer Research,2011,38(2):215-228.
[31]Nuszbaum M,Voss A,Klauer K C and Betsch T.Assessing individual differences in the use of haptic information using agerman translation of the need for touch scale[J].Social Psychology,2010,41(4):263-274.
[32]Ohbuchi K,Masuyo K and Nariyuki A.Apology as aggression control:Its role in mediating appraisal of and response to harm[J].Journal of Personality and Social Psychology,1989,56(2):219-227.
[33]Orth U R,Bouzdine-Chameeva T and Brand K.Trust during retail encounters:A touchy proposition[J].Journal of Retailing,2013,89(3):301-314.
[34]Peck J and Childers T L.To have and to hold:The influence of haptic information on product judgments[J].Journal of Marketing,2003a,67(2):35-48.
[35]Peck J and Childers T L.Individual differences in haptic information processing:The“need for touch”scale[J].Journal of Consumer Research,2003b,30(3):430-442.
[36]Peck J and Childers T L.If I touch it I have to have it:Individual and environmental influences on impulse purchasing[J].Journal of Business Research,2006,59(6):765-769.
[37]Peck J and Wiggins J.It just feels good:Customers’affective response to touch and its influence to persuasion[J].Journal of Marketing,2006,70(4):56-69.
[38]Peck J and Shu S B.The effect of mere touch on perceived ownership[J].Journal of Consumer Research,2009,36(3):434-447.
[39]Peck J and Wiggins J.Autotelic need for touch,haptics,and persuasion:The role of involvement[J].Psychology&Marketing,2011,28(3):222-239.
[40]Peck J,Barger V A and Webb A.In search of a surrogate for touch:The effect of haptic imagery on perceived ownership[J].Journal of Consumer Psychology,2013,23(2):189-196.
[41]Pierce Jon L,Tatiana K and Kurt T D.Towards a theory of psychological ownership in organizations[J].Academy of Management Review,2001,26(2):298-310.
[42]Pierce J L,Tatiana K and Kurt T D.The state of psychological ownership:Integrating and extending a century of research[J].Review of General Psychology,2003,7(1):84-107.
[43]Pyone J S and Isen A M.Positive affect,intertemporal choice,and levels of thinking:Increasing consumers’willingness to wait[J].Journal of Marketing Research,2011,48(3):532-43.
[44]Robles-De-La-Torre G.The importance of the sense of touch in virtual and real environments[J].IEEE Multimedia,2006,13(3):24-30.
[45]Schwarz N and Clore G L.Mood,misattribution,and judgments of well-being:Informative and directive functions of affective states[J].Journal of Personality and Social Psychology,1983,45(3):513-523.
[46]Thayer S.Touch:Frontier of intimacy[J].Journal of Nonverbal Behavior,1986,10(1):7-11.
[47]Turner R J and Noh S.Class and psychological vulnerability among women:The significance of social support and personal control[J].Journal of Health and Social Behavior,1983,24(1):2-15.
[48]Wyer Jr R S and Xu A J.The role of behavioral mind-sets in goal-directed activity:Conceptual underpinnings and empirical evidence[J].Journal of Consumer Psychology,2010,20(2):107-125.
[49]叶浩生.具身认知:认知心理学的新取向[J].心理科学进展,2010,18(5):705-710.
[2]Ackerman J M,Nocera C C and Bargh J A.Incidental haptic sensations influence social judgments and decisions[J].Science,2010,328(5986):1712-1715.
[3]Andersen J F,Andersen P A and Lustig M W.Opposite sex touch avoidance:A national replication and extension[J].Journal of Nonverbal Behavior,1987,11(2):89-109.
[4]Argo J J,Dahl D W and Morales A C.Consumer contamination:How consumers react to products touched by others[J].Journal of Marketing,2006,70(2):81-94.
[5]Argo J J,Dahl D W and Morales A C.Positive consumer contagion:Responses to attractive others in a retail context[J].Journal of Marketing Research,2008,45(6):690-701.
[6]Burgoon J K.Relational message interpretations of touch,conversational distance,and posture[J].Journal of Nonverbal Behavior,1991,15(4):233-259.
[7]Buss D M.Sex differences in human mate preferences:Evolutionary hypotheses tested in 37cultures[J].Behavioral and Brain Sciences,1989,12(1):11-14.
[9]Castro I A,Morales A C and Nowlis S M.The influence of disorganized shelf displays and limited product quantity on consumer purchase[J].Journal of Marketing,2013,77(4):118-133.
[10]Citrin A V,Stem D E,Spangenberg E R and Clark M J.Consumer need for tactile input an internet retailing challenge[J].Journal of Business Research,2003,56(11):915-922.
[11]Emmers T M and Dindia K.The effect of relational stage and intimacy on touch:An extension of Guerrero and Andersen[J].Personal Relationships,1995,2(3):225-236.
[12]Fisher J D,Marvin R and Richard H.Hands touching hands:Affective and evaluative effects of an interpersonal touch[J].Sociometry,1976,39(3):416-421.
[13]Gallace A and Spence C.The science of interpersonal touch:An overview[J].Neuroscience&Biobehavioral Reviews,2010,34(2):246-259.
[14]Guéguen N.The effect of a woman’s incidental tactile contact on men’s later behavior[J].Social Behavior and Personality,2010,38(2):257-266.
[15]Guerrero LK and Andersen P A.Patterns of matching and initiation:Touch behavior and touch avoidance across romantic relationship stages[J].Journal of Nonverbal Behavior,1994,18(2):137-153.
[16]Henricson M,Berglund A L,Sylvia M,Ekman R and Segesten K.The outcome of tactile touch on oxytocin in intensive care patients:A randomized controlled trial[J].Journal of Clinical Nursing,2008,17(19):2624-2633.
[17]Hertenstein M J,Julie M V,Alyssa M K and Rachel M H.The communicative functions of touch in humans,nonhuman primates,and rats:A review and synthesis of the empirical research[J].Genetic,Social,and General Psychology Monographs,2006,132(1):5-94.
[18]Hornik J.Tactile stimulation and consumer response[J].Journal of Consumer Research,1992,19(3):449-458.
[19]Kahle L R and Pamela M H.Physical attractiveness of the celebrity endorser:A social adaptation perspective[J].Journal of Consu-mer Research,1995,11(4):954-961.
[20]Krishna A,Elder R S and Caldara C.Feminine to smell but masculine to touch?Multisensory congruence and its effect on the aesthetic experience[J].Journal of Consumer Psychology,2010,20(4):410-418.
[21]Krishna A.An integrative review of sensory marketing:Engaging the senses to affect perception,judgment and behavior[J].Journal of Consumer Psychology,2012,22(3):332-351.
[22]Levav J and Argo J J.Physical contact and financial risk taking[J].Psychological Science,2010,21(6):804-810.
[23]Liu W M and Wang H Z.Lack of control,touch and willingness to pay-Implications to online and offline retailers[R].2013年中国营销科学学术年会暨博士生论坛会议论文.
[24]Marlow N and Jansson-Boyd C V.To touch or not to touch;that is the question.Should consumers always be encouraged to touch products,and does it always alter product perception?[J].Psychology&Marketing,2011,28(3):256-266.
[25]Martin B A.A stranger’s touch:Effects of accidental interpersonal touch on consumer evaluations and shopping time[J].Journal of Consumer Research,2012,39(1):174-184.
[26]McCabe D B and Nowlis S M.The effect of examining actual products or product descriptions on consumer preference[J].Journal of Consumer Psychology,2003,13(4):431-439.
[27]McCullough M E,Everett L W and Kenneth C R.Interpersonal forgiving in close relationships[J].Journal of Personality and Social Psychology,1997,73(2):321-336.
[28]Meyers-Levy J,Zhu J R and Jiang L.Context effects from bodily sensations:Examining bodily sensations induced by flooring and the moderating role of product viewing distance[J].Journal of Consumer Research,2010,37(1):1-14.
[29]Monsour M.Meaning of intimacy in cross-and same-sex friendships[J].Journal of Social and Personal Relationships,1992,9(2):277-295.
[30]Newman G E,Diesendruck G and Bloom P.Celebrity contagion and the value of objects[J].Journal of Consumer Research,2011,38(2):215-228.
[31]Nuszbaum M,Voss A,Klauer K C and Betsch T.Assessing individual differences in the use of haptic information using agerman translation of the need for touch scale[J].Social Psychology,2010,41(4):263-274.
[32]Ohbuchi K,Masuyo K and Nariyuki A.Apology as aggression control:Its role in mediating appraisal of and response to harm[J].Journal of Personality and Social Psychology,1989,56(2):219-227.
[33]Orth U R,Bouzdine-Chameeva T and Brand K.Trust during retail encounters:A touchy proposition[J].Journal of Retailing,2013,89(3):301-314.
[34]Peck J and Childers T L.To have and to hold:The influence of haptic information on product judgments[J].Journal of Marketing,2003a,67(2):35-48.
[35]Peck J and Childers T L.Individual differences in haptic information processing:The“need for touch”scale[J].Journal of Consumer Research,2003b,30(3):430-442.
[36]Peck J and Childers T L.If I touch it I have to have it:Individual and environmental influences on impulse purchasing[J].Journal of Business Research,2006,59(6):765-769.
[37]Peck J and Wiggins J.It just feels good:Customers’affective response to touch and its influence to persuasion[J].Journal of Marketing,2006,70(4):56-69.
[38]Peck J and Shu S B.The effect of mere touch on perceived ownership[J].Journal of Consumer Research,2009,36(3):434-447.
[39]Peck J and Wiggins J.Autotelic need for touch,haptics,and persuasion:The role of involvement[J].Psychology&Marketing,2011,28(3):222-239.
[40]Peck J,Barger V A and Webb A.In search of a surrogate for touch:The effect of haptic imagery on perceived ownership[J].Journal of Consumer Psychology,2013,23(2):189-196.
[41]Pierce Jon L,Tatiana K and Kurt T D.Towards a theory of psychological ownership in organizations[J].Academy of Management Review,2001,26(2):298-310.
[42]Pierce J L,Tatiana K and Kurt T D.The state of psychological ownership:Integrating and extending a century of research[J].Review of General Psychology,2003,7(1):84-107.
[43]Pyone J S and Isen A M.Positive affect,intertemporal choice,and levels of thinking:Increasing consumers’willingness to wait[J].Journal of Marketing Research,2011,48(3):532-43.
[44]Robles-De-La-Torre G.The importance of the sense of touch in virtual and real environments[J].IEEE Multimedia,2006,13(3):24-30.
[45]Schwarz N and Clore G L.Mood,misattribution,and judgments of well-being:Informative and directive functions of affective states[J].Journal of Personality and Social Psychology,1983,45(3):513-523.
[46]Thayer S.Touch:Frontier of intimacy[J].Journal of Nonverbal Behavior,1986,10(1):7-11.
[47]Turner R J and Noh S.Class and psychological vulnerability among women:The significance of social support and personal control[J].Journal of Health and Social Behavior,1983,24(1):2-15.
[48]Wyer Jr R S and Xu A J.The role of behavioral mind-sets in goal-directed activity:Conceptual underpinnings and empirical evidence[J].Journal of Consumer Psychology,2010,20(2):107-125.
[49]叶浩生.具身认知:认知心理学的新取向[J].心理科学进展,2010,18(5):705-710.
引用本文
柳武妹, 王海忠, 王静一. 消费行为领域的触觉研究:回顾、应用与展望[J]. 外国经济与管理, 2014, 36(4): 25–35.
导出参考文献，格式为：
下一篇：虚拟社区感研究述评与展望
