Seeing through touch: a conceptual framework of visual-tactile interplay

Abstract

Purpose

The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts.

Design/methodology/approach

This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology.

Findings

The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers’ cognition, emotions and behaviors.

Research limitations/implications

A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses.

Practical implications

This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers’ cognitive, emotional and behavioral responses.

Originality/value

This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.

Citation

Eklund, A.A. and Helmefalk, M. (2018), "Seeing through touch: a conceptual framework of visual-tactile interplay", Journal of Product & Brand Management, Vol. 27 No. 5, pp. 498-513. https://doi.org/10.1108/JPBM-07-2017-1520