Consumer product evaluation based on tactile sensory information

Abstract

This paper presents the results of an experiment in which consumers were asked to examine visually and touch samples of fabric. The participants were either given or not given verbal information relevant to the product category, and provided answers to the dependent variables immediately or after a 4-minute delay. The results showed that memory, confidence in memory, and confidence in product evaluation were positively influenced by the availability of verbal information and therefore support the proposition that relevant verbal information can improve the encoding, retention, and retrieval of consumer experiences that include sensory information and lead to preferences that are better defined. © 2010 John Wiley & Sons, Ltd.