Haptics and its Effect on Consumers' Intentions Using Neuroscientific Methods: Literature Review
The haptic properties of a product have mostly been underestimated with most studies focusing on visual aspects of objects. Nonetheless, in the last years, it has been found that tactile stimuli are in some cases even more important than the visual ones. However, the traditional paper-based surveys...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Mendel University Press
2020-01-01
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| Series: | Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis |
| Subjects: | |
| Online Access: | https://acta.mendelu.cz/asap/actaun_2020068020451/ |
| _version_ | 1818325594340851712 |
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| author | Jan Vrána Stanislav Mokrý |
| author_facet | Jan Vrána Stanislav Mokrý |
| author_sort | Jan Vrána |
| collection | DOAJ |
| description | The haptic properties of a product have mostly been underestimated with most studies focusing on visual aspects of objects. Nonetheless, in the last years, it has been found that tactile stimuli are in some cases even more important than the visual ones. However, the traditional paper-based surveys cannot fully and objectively examine their effects on consumers. Therefore, neuroscientific methods, which overcome these obstacles, are becoming more used but there is still only a small number of studies focusing on the effect of haptics in marketing. Using the keywords haptics, tactile input, EEG, fMRI and tactile, seven relevant studies have been found and used in this literature review, out of which four have used EEG and three fMRI. Thus, the main objective of this paper is to review the research that has been already conducted and to identify the areas in which further research should be made and the neuroscientific methods which could be used. |
| first_indexed | 2024-12-13T11:46:58Z |
| format | Article |
| id | doaj.art-07eed0cd69e34fbda457df8b6cf4fcd1 |
| institution | Directory Open Access Journal |
| issn | 1211-8516 2464-8310 |
| language | English |
| last_indexed | 2024-12-13T11:46:58Z |
| publishDate | 2020-01-01 |
| publisher | Mendel University Press |
| record_format | Article |
| series | Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis |
| spelling | doaj.art-07eed0cd69e34fbda457df8b6cf4fcd12022-12-21T23:47:28ZengMendel University PressActa Universitatis Agriculturae et Silviculturae Mendelianae Brunensis1211-85162464-83102020-01-0168245145710.11118/actaun202068020451Haptics and its Effect on Consumers' Intentions Using Neuroscientific Methods: Literature ReviewJan Vrána0Stanislav Mokrý1Department of Marketing and Trade, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech RepublicDepartment of Marketing and Trade, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech RepublicThe haptic properties of a product have mostly been underestimated with most studies focusing on visual aspects of objects. Nonetheless, in the last years, it has been found that tactile stimuli are in some cases even more important than the visual ones. However, the traditional paper-based surveys cannot fully and objectively examine their effects on consumers. Therefore, neuroscientific methods, which overcome these obstacles, are becoming more used but there is still only a small number of studies focusing on the effect of haptics in marketing. Using the keywords haptics, tactile input, EEG, fMRI and tactile, seven relevant studies have been found and used in this literature review, out of which four have used EEG and three fMRI. Thus, the main objective of this paper is to review the research that has been already conducted and to identify the areas in which further research should be made and the neuroscientific methods which could be used.https://acta.mendelu.cz/asap/actaun_2020068020451/hapticstactiletactile inputelectroencephalography (EEG)fMRI |
| spellingShingle | Jan Vrána Stanislav Mokrý Haptics and its Effect on Consumers' Intentions Using Neuroscientific Methods: Literature Review Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis haptics tactile tactile input electroencephalography (EEG) fMRI |
| title | Haptics and its Effect on Consumers' Intentions Using Neuroscientific Methods: Literature Review |
| title_full | Haptics and its Effect on Consumers' Intentions Using Neuroscientific Methods: Literature Review |
| title_fullStr | Haptics and its Effect on Consumers' Intentions Using Neuroscientific Methods: Literature Review |
| title_full_unstemmed | Haptics and its Effect on Consumers' Intentions Using Neuroscientific Methods: Literature Review |
| title_short | Haptics and its Effect on Consumers' Intentions Using Neuroscientific Methods: Literature Review |
| title_sort | haptics and its effect on consumers intentions using neuroscientific methods literature review |
| topic | haptics tactile tactile input electroencephalography (EEG) fMRI |
| url | https://acta.mendelu.cz/asap/actaun_2020068020451/ |
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