A stranger's touch : effects of accidental interpersonal touch on consumer evaluations and shopping time

Martin, Brett (2012) A stranger's touch : effects of accidental interpersonal touch on consumer evaluations and shopping time. Journal of Consumer Research, 39(1), pp. 174-184.

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Abstract

This article examines an unexplored area of consumer research—the effect of accidental interpersonal touch (AIT) from a stranger on consumer evaluations and shopping times. The research presents a field experiment in a retail setting. This study shows that men and women who have been touched by another consumer when examining products report more negative brand evaluations, negative product beliefs, less willingness to pay, and spend less time in-store than their control (no-touch) counterparts. Our findings indicate that the AIT effect is especially negative for touch from a male stranger for both men (same-sex touch) and women (opposite-sex touch). Directions are provided for future study that highlight potential moderators and process explanations underlying the AIT effect.

Impact and interest:

11 citations in Scopus
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14 citations in Web of Science®

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591 since deposited on 11 Dec 2012
139 in the past twelve months

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ID Code: 51063
Item Type: Journal Article
Refereed: Yes
Keywords: consumer research
DOI: 10.1086/662038
ISSN: 0093-5301
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2012 University of Chicago Press
Deposited On: 11 Dec 2012 23:33
Last Modified: 30 Jun 2013 14:10

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