| dc.description.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. | nb_NO |
