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dc.contributor.authorRingler, Christine
dc.contributor.authorSirianni, Nancy J.
dc.contributor.authorGustafsson, Anders
dc.contributor.authorPeck, Joann
dc.identifier.citationJournal of Retailing. First online november 2019nb_NO
dc.description.abstractThis research investigates situations in which frontline employees deliberately restrict customers’ access to touch products on display (active interpersonal haptic blocking), and how this understudied form of sensory blocking may increase customers’ downstream purchasing. While previous research examines the benefits of increased product touch, we temporarily block touch for specific products in display areas and then investigate the subsequent impact on customer behavior. Through four studies, including a retail field experiment, we find that when an employee asks a customer not to touch a product on display, this initiates a serial mediation process which: (1) engenders feelings of psychological reactance that result in (2) increased compensatory touching of subsequently encountered products to counterbalance a loss of sensory freedom, and (3) increased spending and purchasing once the customer leaves the reactance-inducing encounter. Effects are moderated by socioeconomic status (SES) and need for touch (NFT) whereby psychological reactance was significantly stronger for high SES customers with a moderate or high NFT when actively blocked. Results also demonstrate that active interpersonal haptic blocking does not result in more negative attitudes toward retailers, thus retailers might consider implementing this counterintuitive practice to encourage downstream sales.nb_NO
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internasjonal*
dc.subjectSensory marketingnb_NO
dc.subjectPsychological reactancenb_NO
dc.subjectFrontline marketingnb_NO
dc.titleLook but Don’t Touch! The Impact of Interpersonal Haptic Blocking on Compensatory Touch and Purchase Behaviornb_NO
dc.typeJournal articlenb_NO
dc.typePeer reviewednb_NO
dc.rights.holderCopyright policy of Elsevier, the publisher of this journal. The author retains the right to post the accepted author manuscript on open web sites operated by author or author's institution for scholarly purposes, with an embargo period of 0-36 months after first view online.nb_NO
dc.source.journalJournal of Retailingnb_NO
cristin.unitnameInstitutt for markedsføring

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Attribution-NonCommercial-NoDerivatives 4.0 Internasjonal
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 Internasjonal