Conditional Effects of Touch on Purchase Behavior. Issue 2 (3rd April 2019)

• Record Type: Journal Article
• Authors: Moore, Kelly; Walker, Doug
• Is Part Of: Services marketing quarterly. Volume 40:Issue 2(2019)
• Page Start: 107
• Page End: 122
• Publication Date: 2019-04-03
• Subjects: Interpersonal touch -- consumer behavior -- tastiness -- likelihood to purchase -- nonverbal communication; Marketing -- Periodicals; Service industries -- Periodicals; 658.8
• DOI: 10.1080/15332969.2019.1592859
• Languages: English
• ISSNs: 1533-2969

Abstract

Abstract: Interpersonal touch has been shown to affect consumer behaviors such as compliance with a request, impulse buying, and tipping behavior. In this study, we examine if the impact of touch on purchase behavior is gender specific, and if it depends on how much the individual likes the product. Findings indicate male consumers are more likely to purchase a product at low to moderate levels of perceived tastiness when they are touched by a female server, whereas females are less likely to purchase. However, the touch encounter doesn't matter for either gender when a consumer really likes the product.