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A Touch of Words: Influencing Consumers’ Purchase Intentions Using Touch-Describing Adjectives in Digital Advertisements

Tabari, Atena; Norheim, Maria Elisabeth
Master thesis
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URI
http://hdl.handle.net/11250/2623589
Date
2019
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  • Master of Science [1117]
Abstract
The purpose of this master thesis is to investigate whether touch-describing

adjectives in a digital advertisement can trigger consumers purchase intention. We

answer this question by conducting an online survey-based experiment, and first

find that consumers’ need for touch moderates the effect of touch-describing

adjectives on perceived physical control. Secondly, we find that perceived physical

control and perceived ownership mediate the effect of touch-describing adjectives

on purchase intention. Further, we find that there is a positive total effect of touchdescribing

adjectives on purchase intention. Finally, we see an indication that

arousal has a moderating effect on the relationship between touch-describing

adjectives and perceived physical control.

These findings contribute to extending the existing theoretical framework

developed by Peck, Barger and Webb (2013) in their article; “In Search of a

Surrogate for Touch: The Effect of Haptic Imagery on Perceived Ownership”. In

addition, it is of relevance for businesses looking to find new ways to influence their

customers through digital advertisements.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019
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Handelshøyskolen BI

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