The Effect of Tactile Stimulation on the Purchasing Behaviour of Consumers : An Experimental Study in a Natural Setting

@inproceedings{Guguen2006TheEO,
  title={The Effect of Tactile Stimulation on the Purchasing Behaviour of Consumers : An Experimental Study in a Natural Setting},
  author={Nicolas Gu{\'e}guen and C{\'e}line Jacob},
  year={2006}
}
Numerous researches have shown that touch increases compliance to a request made by the "toucher". Customer's behavior is also affected by tactile stimulation. No previous studies have examined the marketing implications of being touched, when the 'toucher' asks the customer explicitly to buy something. So, an experiment was carried out in which touch was… CONTINUE READING