We learn about products primarily via the visual channel, but this real estate is severely oversaturated. That’s why smart marketers also look to the other four senses to break through the clutter.
One of the most overlooked is touch: So-called Haptic senses appear to moderate the relationship between product experience and the confidence we place in our judgments. This confirms the commonsense notion that we’re surer about what we evaluate when we can touch it. Individuals who score high on a “Need for Touch” (NFT) scale are especially sensitive to the haptic dimension.
To read more, please visit my Forbes article.
