This book offers an overview of haptic sensation and its influence on consumers’ behaviour, especially in dual and mediated environments where products are accessible through an interface. After almost three decades, marketers have reached a critical understanding of the importance of consumers’ senses to the processing of brands, products and advertising information. Since the development of the internet, however, there have been questions as to how markets and consumers can reach out to products in different environments. Recent advances in technologies allow sensations to render or stimulate physical sensations similar to the handling of the same product. These emerging possibilities question the way consumers are and will be able to feel a product according to the reality it relies on. The book begins by defining and discussing haptic consumption, before introducing the challenge of appealing to consumers’ senses in the digital age and examining how marketing managers have overcome this tangible barrier to date. The authors go on to further investigate the role of interfaces in rendering tactile sensations, with a particular focus on technological innovations. Finally, the book presents the authors’ original research in the field and offers a prospective vision of consumption for the coming years.

这本书提供了触觉及其对消费者行为的影响的概述，特别是在双重和中介环境中，产品可以通过界面访问。经过近三十年的发展，营销人员已经对消费者感官对品牌、产品和广告信息处理的重要性有了一个批判性的认识。然而，自从互联网发展以来，市场和消费者如何在不同的环境下接触到产品一直是个问题。技术的最新进展使感觉能够呈现或刺激类似于处理同一产品的物理感觉。这些新出现的可能性质疑消费者根据产品所依赖的现实感受产品的方式。本书首先对触觉消费进行了定义和讨论，然后介绍了数字时代吸引消费者感官的挑战，并探讨了营销经理迄今为止如何克服这一有形障碍。作者进一步研究了界面在触觉呈现中的作用，特别关注技术创新。最后，这本书介绍了作者在该领域的原始研究，并提供了未来几年的消费展望。