The present research builds upon the touch literature to show that the salience of haptic product attributes related to product surface texture (smooth, rough) and weight (light weight, heavy weight) influence consumer product impressions. We propose that haptic cue congruity across texture and weight drive consumer product impressions depending on a consumer's need for touch (NFT). We show that high autotelic‐NFT consumers who touch for sensory pleasure enjoyed the incongruity between smooth texture and heavy weight haptic cues, and consequently showed favorable evaluations towards exciting brands. In contrast, low autotelic‐NFT consumers prefer the anticipated match between smooth texture and light weight haptic cues, which conformed to their expectation about the nature of a sophisticated brand personality. Further, we show how the interactive effect of haptic attributes and a consumer's autotelic‐NFT on willingness to purchase is mediated by product personality. Implications for theory and practice are discussed.

中文翻译：

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您所触摸的东西，被您触摸：触觉属性对消费产品印象的影响

本研究建立在接触文献的基础上，显示与产品表面质地（光滑，粗糙）和重量（轻，重）有关的触觉产品属性的显着性会影响消费者对产品的印象。我们建议，根据消费者对触摸的需求（NFT），触觉提示在纹理和重量上的一致性会驱动消费者对产品的印象。我们发现，触摸感官愉悦程度高的autotelic-NFT消费者喜欢光滑质感和重量轻的触觉提示之间的不一致，因此对令人兴奋的品牌显示出了良好的评价。相比之下，autotelic-NFT较低的消费者更喜欢平滑质地和轻质触觉提示之间的预期匹配，这符合他们对精致品牌个性本质的期望。进一步，我们展示了触觉属性和消费者的autotelic-NFT对购买意愿的交互作用是如何通过产品个性来介导的。讨论了对理论和实践的影响。