O papel do marketing sensorial na decisão de compra do consumidor (need for touch)

Abstract

Sensory marketing has gained prominence as a technique capable of influencing consumer behavior by stimulating the senses. In this context, the sense of touch emerges as a crucial factor for product categories requiring physical evaluation prior to purchase. This study aimed to examine how the "Need for Touch" affects risk perception, decision-making confidence, and purchase intention among customers of an optical store, considering products with both utilitarian and hedonic characteristics. The research employed a descriptive, quantitative approach using a structured survey questionnaire administered to customers of an optical store in Sete Lagoas, Minas Gerais. The sample consisted of 46 participants, and data were analyzed using descriptive statistics, reliability analysis, Pearson correlation, and multiple linear regression. The results indicated that the instrumental dimension of the need for touch had a greater impact on risk perception, decision-making confidence, and purchase intention for both utilitarian and hedonic products. Furthermore, the study found that, in the context of purchasing eyewear, touch is valued primarily as a means to reduce uncertainty and boost confidence in the choice; conversely, the autotelic dimension showed a relatively greater effect only on the intention to purchase hedonic products, though this did not reach statistical significance. These findings suggest that offering opportunities for physical interaction with products at the point of sale can help reduce risk perception and increase consumer confidence during the purchasing process, thereby supporting sensory marketing strategies within the optical sector.