The association between need for touch and desire for unique products and consumer (inter)dependent problem-solving

• Main Author: Valter Afonso Vieira
• Format: Article
• Language: English
• Published: Universidade de São Paulo 2013-09-01
• Series: RAUSP: Revista de Administração da Universidade de São Paulo
• Subjects: necesidad de tocar; producto único; dependencia
• Online Access: http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0080-21072013000300008&lng=en&tlng=en

Some people cannot buy products without first touching them, believing that doing so will create more assurance and information and reduce uncertainty. The international consumer marketing literature suggests an instrument to measure consumers' necessity for pohysical contact, called Need for Touch (NFT). This paper analyzes whether the Need for Touch structure is empirically consistent. Based on a literature review, we suggest six hypotheses in order to assess the nomological, convergent, and discriminant validity of the phenomenon. Departing from these, data supported four assumptions in the predicted direction. Need for Touch was associated with Need for Input and with Need for Cognition. Need for Touch was not associated with traditional marketing channels. The results also showed the dual characterization of Need for Touch as a bi-dimensional construct. The moderator effect indicated that when the consumer has a higher (vs. lower) Need for Touch autotelic score, the experiential motivation for shopping played a more (vs. less) important role in impulsive motivation. Our Study 3 supports the NFT structure and shows new associations with the need for unique products and dependent decisions.