A Touch of Words: Influencing Consumers’ Purchase Intentions Using Touch-Describing Adjectives in Digital Advertisements
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- Master of Science 
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.
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019