A touch of gloss: haptic perception of packaging and consumers’ reactions

Abstract

PurposeThis paper aims to study the cross-modal correspondence between a visual stimulus (i.e. glossiness), haptic perception and consumers’ reactions (internal responses and behavioral intentions).Design/methodology/approachUsing an experimental design, three experimental studies have been conducted to test the effect of a glossy (versus matte) packaging upon the perception of haptic features of a packaging (roughness, thickness and lightness), internal reactions (perceived product quality and product attractiveness) and behavioral intentions (purchase intention and willingness to pay).FindingsThis paper evidences the significant impact that glossiness bears on the haptic perception of a packaging material as well as upon internal reactions and behavioral intentions. A new conceptual framework combining the SOR model and the cross-modal correspondences is validated.Research limitations/implicationsThe results encourage further research to explore the wide range of potential cross-modal correspondences between visual stimuli and haptic perception.Practical implicationsThe results highlight the critical influence of visual cues for managers, especially for online shopping or advertising. Even if consumers cannot touch the product, it is possible to induce haptic perception through visual cues and to influence the internal reactions and behavioral intentions.Originality/valueThis research demonstrates that the packaging texture and weight can be visually induced through glossiness.