The Impact of Haptic Imagery in Art Supplies: Evaluation and Need for Touch

Detalhes bibliográficos
Autor(a) principal: Pedrinho, Joana Rita Rodrigues
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/150673
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
id RCAP_f17cf8178486548f2732272a1ba7fe52
oai_identifier_str oai:run.unl.pt:10362/150673
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling The Impact of Haptic Imagery in Art Supplies: Evaluation and Need for TouchHaptic ImageryConsumer BehaviorArt Supplies MarketingNeed for TouchProduct JudgementSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureSDG 10 - Reduced inequalitiesDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsWe live in a fast-paced world, where information is instantaneously consumed through the speed of the internet, and where brands need to stand out from the others to get their customer’s attention, which incentives the constant evolution of technologies and marketing strategies. Sensory Marketing has proven to be an effective way of capturing the consumers’ senses, and to provide unexpected shopping experiences that attract the attention of new consumers. The exploration of sensorial stimulation has been increasingly used in physical stores, but has been quite left behind when it comes to the online sales environments, especially if we focus on the touch sense. However, it is possible to stimulate the tactile sensation through images, videos and even text descriptions. It is called Haptic Imagery, and it triggers the memories of previous touch experiences, by stimulating the brain to tactile sense, and which can be used to overcome the lack of physical stimulation in digital stores. The aim of this study is to investigate how digital stores can take advantage of Haptic Imagery, to influence the buyer’s product judgement and purchase intention. Moreover, the present research uses the Need for Touch scale (NFT), developed by Peck and Childers (2003), to understand the individual differences between participants’ necessity for touching a product before buying it, and to study its relation to the artists’ willingness to buy their art supplies online. For this purpose, a survey was constructed and distributed among art students from two Art Universities, who are believed to be the right target consumers for art supplies. The main findings of the present study contradict the overarching literature, since the results in relation to product quality perception and purchase intention were not different between the group that saw Haptic Imagery and the one that saw Non-Haptic Imagery. Nevertheless, it was possible to verify that individuals with high NFT felt more frustration for not being able to touch the product, and therefore were less probable to buy it in online stores than individuals with lower NFT values, which confirms the previous findings on the subject and validates the use of Peck and Childers’ NFT scale.Orghian, DianaRUNPedrinho, Joana Rita Rodrigues2023-03-16T16:07:54Z2023-01-272023-01-27T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/150673TID:203247507enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-05-22T18:10:09Zoai:run.unl.pt:10362/150673Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-05-22T18:10:09Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The Impact of Haptic Imagery in Art Supplies: Evaluation and Need for Touch
title The Impact of Haptic Imagery in Art Supplies: Evaluation and Need for Touch
spellingShingle The Impact of Haptic Imagery in Art Supplies: Evaluation and Need for Touch
Pedrinho, Joana Rita Rodrigues
Haptic Imagery
Consumer Behavior
Art Supplies Marketing
Need for Touch
Product Judgement
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 10 - Reduced inequalities
title_short The Impact of Haptic Imagery in Art Supplies: Evaluation and Need for Touch
title_full The Impact of Haptic Imagery in Art Supplies: Evaluation and Need for Touch
title_fullStr The Impact of Haptic Imagery in Art Supplies: Evaluation and Need for Touch
title_full_unstemmed The Impact of Haptic Imagery in Art Supplies: Evaluation and Need for Touch
title_sort The Impact of Haptic Imagery in Art Supplies: Evaluation and Need for Touch
author Pedrinho, Joana Rita Rodrigues
author_facet Pedrinho, Joana Rita Rodrigues
author_role author
dc.contributor.none.fl_str_mv Orghian, Diana
RUN
dc.contributor.author.fl_str_mv Pedrinho, Joana Rita Rodrigues
dc.subject.por.fl_str_mv Haptic Imagery
Consumer Behavior
Art Supplies Marketing
Need for Touch
Product Judgement
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 10 - Reduced inequalities
topic Haptic Imagery
Consumer Behavior
Art Supplies Marketing
Need for Touch
Product Judgement
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
SDG 10 - Reduced inequalities
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2023
dc.date.none.fl_str_mv 2023-03-16T16:07:54Z
2023-01-27
2023-01-27T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/150673
TID:203247507
url http://hdl.handle.net/10362/150673
identifier_str_mv TID:203247507
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv mluisa.alvim@gmail.com
_version_ 1817545923482353664

Registros relacionados