Seeing through touch: a conceptual framework of visual-tactile interplay

Purpose The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts. Design/methodology/approach This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology. Findings The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers’ cognition, emotions and behaviors. Research limitations/implications A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses. Practical implications This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers’ cognitive, emotional and behavioral responses. Originality/value This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.