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Need for touch and information processing strategies: An empirical examination
Author(s) -
Yazdanparast Atefeh,
Spears Nancy
Publication year - 2012
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1393
Subject(s) - information processing , context (archaeology) , feature (linguistics) , modality (human–computer interaction) , computer science , human–computer interaction , psychology , cognitive psychology , paleontology , linguistics , philosophy , biology
Drawing from literatures on haptic modality and information processing, direct measures of information processing strategy are developed and applied to investigate whether touch search is a form of analytical processing. Applying two distinct approaches in the two studies, evidence of the processing style of those high in need for touch, compared with those low in need for touch, is gathered and tested in an online context where touch is not available. Cumulatively, the findings indicate that high‐need‐for‐touch consumers follow an analytical, feature‐by‐feature processing strategy, whereas those low in need for touch rely more on a relational processing strategy. Theoretical and managerial implications are provided. Copyright © 2012 John Wiley & Sons, Ltd.