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Title: The importance of haptics in sensory marketing
Author(s): Kühn, Frauke
Referee(s): Sarstedt, Marko
Lichters, Marcel
Granting Institution: Otto-von-Guericke-Universität Magdeburg, Fakultät für Wirtschaftswissenschaft
Issue Date: 2021
Extent: X, 166 Seiten
Type: HochschulschriftLook up in the Integrated Authority File of the German National Library
Type: PhDThesis
Exam Date: 2021
Language: English
URN: urn:nbn:de:gbv:ma9:1-1981185920-387395
Subjects: Experimental setting
Haptic condition
Need for touch
Rubicon model of action phases
Systematic literature review
Abstract: This research presents a systematic literature overview of previous studies in top-tier journals that analyzed need for touch (NFT) in the marketing and psychology fields. The purpose of this paper is twofold. First, the literature research results in 42 articles that highlight the relevance of NFT in consumer behavior. This study emphasizes NFT’s importance in all psychological phases of consumer’s decision making process by applying the Rubicon model of action phases. By identifying the haptic conditions and the experimental settings used in NFT literature, one can categorize each article according to its decision making process. Second, with respect to the systematic overview, this paper establishes further research directions for NFT that are highly relevant for both research and practice.
Open Access: Open access publication
License: (CC BY-SA 4.0) Creative Commons Attribution ShareAlike 4.0(CC BY-SA 4.0) Creative Commons Attribution ShareAlike 4.0
Appears in Collections:Fakultät für Wirtschaftswissenschaft

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