What you touch, touches you: The impact of haptics on consumer brand impressions

This thesis examines the impact of haptics (texture and weight) on consumer brand impressions, in particular brand personality. The research then proposes that the multidimensionality of haptics, and more specifically haptic cue congruity across both texture and weight differently drives consumer's brand impressions, depending on their level of individual differences in haptic information processing. Furthermore, the thesis demonstrates that brand personality mediates the interactive effect of haptics and an individual's autotelic need for touch on willingness to buy. The thesis makes significant contributions to the evolving field of sensory marketing