Touching is believing
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Touching is believing investigates the power of touch and why touch matters to advertisers and brands in an increasingly virtual world.
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Touching is believing
- 2. Touch is a critical sense for development
- 3. Without touch we can’t function normally
- 4. Touch is the physical extension of our emotions
- 5. Touch is the physical extension of our emotions
- 6. Touching customer with a tip tray made tips 128% more likely in France
- 7. Neuroscientists are turning their attention to the power of touch
- 8. Touching objects also provokes powerful responses
- 9. Retailers who invite touch get much better sales returns
- 10. The Power of Touch can be an amazing communications story
- 11. The Power of Touch can be an amazing communications story
- 13. Touching is believing It’s the catalyst of creating realities
- 14. Advertising works hard on sight and sound and forgets other senses
- 15. isolated the effect of touch in tablet newspaper, with a 28% increase in spontaneous awareness First stage PHD/UCL study
- 16. Hypothesis: It is effective in newsprint and tablet Hypothesis: There are some types of creative that are more effective Newsworks/UCL/PHD study:
- 17. 272 participants: read newsbrand then took survey
- 18. Results
- 19. Newspaper ads are more trustworthy and reliable • Print increased key brand metrics compared with pc, including – Are honest +8% – Never disappoint +38% – Give confidence +8% – Can be relied on +4% • The newspaper advertising also saw increases for – Recommendation +6% – Customer satisfaction +15%
- 20. Touching Newspaper ads improves brand metrics and willingness to purchase
- 21. +41% Honesty and sincerity +30% Confidence +30% Reliability +34% Customer satisfaction Touched print ads improve brand trust
- 22. Increased willingness to try, purchase and recommend when print ads are touched +16% Would be glad to try +24% Would purchase +22% Would recommend
- 23. More sincere and open
- 24. Willingness to purchase significant increase
- 25. Brands who advertise on tablet are premium and people would be glad to try • Tablets increased key brand metrics compared with pc, including – High quality +5% – Well known +5% – Reflect my image positively +5% – People I know would like +8% • Respondents are more likely to – Want to try the brand +6% – Prefer to buy even if a similar brand is cheaper +15% Tablet newsbrand ads convey premium and quality
- 26. Tactile ads, with life-size pictures generate higher responses
- 27. Tactile ads have 33% higher spontaneous awareness and improved brand metrics
- 28. Tactile ads increase premium quality perceptions even further – High quality +16% – Reflect my image positively +16% – People I know would like +22% And boost purchase intent by 25%
- 29. Hypothesis: It is effective in newsprint and tablet Hypothesis: There are some types of creative that are more effective Newsworks/UCL/PHD study:
- 30. Implications
- 31. Touch is vital in an increasingly virtual world
- 33. Planning with tactility in mind
- 37. Adding an extra sense to the mix aids comprehension
- 38. We need to invite touch from tactile type images
- 39. We need to invite touch from tactile type images
- 40. Tactile images could invite further interactivity in tablets http://www.newsworks.org.uk/Creative/51511
- 41. Tactile images could invite further interactivity in tablets http://www.newsworks.org.uk/Creative/PARKER/51524
- 42. New formats open great opportunities for touch http://www.newsworks.org.uk/Creative/74805
- 43. New formats open great opportunities for touch
Editor's Notes
- Touch is a critical sense for human and animal development especially in younger years. Human Incubators use fleeces to ensure that babies grow up developing cognitively and emotionally A mother’s touch can ease the pain of a child when they get hurt. Hugging releases oxytocin, which helps us bond better A hug from a loved one can make you feel valued and important and also lower your blood pressure “The tactile receptors embedded in our body surface help to differentiate ourselves from the outside world from a psychological point of view too. Whenever we touch an object we can feel both the incoming perception from the object itself and the presence of our body differentiated from it. One might say that where our touch begins, we are!” Alberto Gallace, the psychologist.
- The critical importance of touch is underlined by experiments done in the 1940’s. While now not ethical now , these experiments have showed that monkeys that can see but not touch their mother grow up with severe brain damage, though if they have a replica mum they can developed normally. The tragic stories from Romanian orphanages also showed how without the touch of a parent or carer, children’s physical, mental and emotional development was severely impaired.
- It’s no surprise that the word we use to describe our emotions is a touch word – we talk about feelings, because our sense of touch is directly linked to our emotional responses. Our emotions affect how we experience pleasure and pain – and vice versa
- Many of the words we use to describe our emotions have their basis in touch sensations. “It is the first language we learn and remains our richest means of emotional expression throughout life.” Dacher Keltner, professor of psychology, University of California, Berkeley
- Touch affects our behaviour – whether we are aware of it or not. A striking survey showed that waiters who touched the bill payer when lowering the trip tray in France were 128% more likely to receive tips (11%25%) People who are incidentally touched are more likely to increase their compliance or civic behaviour, such as returning a coin left in a phone booth by the preceding caller. This effect, now known as the ‘Midas touch effect’, occurs whether the person touched remembers it or not.
- A famous experiment by Bargh, Ackerman and Nocera involved people assessing a CV attached to a clipboard. When the same CV was attached to a heavier clipboard, the applicant was assessed as significantly better overall and showing more interest in the position. An experiment with rough and smooth paper showed that people touching the smooth paper reported the social interaction as smoother and more compliant. Those touching the rough paper viewed it as more combative and not reaching a concensus. The participants in a study by Ackerman and colleagues (2010) were asked to sit on either a hard wooden chair or a soft-cushioned chair, and asked to imagine shopping for a new car. People who sat on the comfy sofa were more likely to be flexible on price once their first offer was rejected.
- At the heart of every Apple store is a low kitchen like table which invites customers to try out and touch all their desirable gadgets. Apparently one trick by the sales people is to leave some of the products off centre or slightly sticking off the table – consumers will see this and push it gently back on getting their first important touch or contact with the gadget. Another experiment underlying the importance of touch in retail showed interestingly that customers who are touched inadvertently when handing out a brochure Stayed in the store for 63% longer (14 minutes 22 minutes) 52% better impression 23% increase in purchases When Asda removed the wrapping from several brands of toilet tissue in its stores so that shoppers could feel and compare the textures, the sale of the in-store brand increased significantly.
- Very few advertisers have made overt use of our sense of touch in brand communications – Johnsons is an exception
- The advertising - and it’s link to an incredible story of the power of touch - created headlines.
- Jamie’s story shows the power of touch at it’s most elemental.
- So touch is essential for development, it creates and links emotions and is vital to our social interactions. It’s the catalyst for creating realities and knowing where we are in the world.
- Advertising works hard on sight, sound or a combination of the two. It doesn’t naturally work hard on the other three senses. While manipulation of smell and taste are harder (though retailers are increasingly using smell to brand their environments), touch is something we can engage the consumer with. We can all touch a medium (yes even radio, especially as many people listen on their touchscreen phones) – and newsbrands in particular offer multiple opportunities to touch across formats. When people talk about the human touch, the use of the word “touch” is critical. Interestingly in media we often talk about touchpoints with the consumer. But we need to think more about actual touchpoints, rather than communication touch points.
- PHD initially collaborated with UCL business psychology school department and designed an experiment with two different conditions. Participants were asked to read a reduced edition of a newspaper The first group was asked to navigate the paper using a traditional mouse, not touching the ads The second group simply used their hands on the touchscreen, touching the ads In a post read survey there was a significant jump in spontaneous awareness of the ads for those touching the screen. In the touch condition respondents spontaneously remembered 59% of the adverts, compared to only 46% of the ads in the mouse condition. This was despite the fact that they spent the same amount of time reading in both conditions. This is a 28% increase in spontaneous awareness. PHD also found that key brand metrics were increased in the touch condition compared to the mouse condition. For example in a post exposure survey we found that Innovation had a 79% positive difference between the touch and mouse condition for the domestic appliance brand The retail brands had a 16%postiive difference in the attribute “get the most out of products” The FCMG brand had a huge 92% positive difference in the attribute “value for money” This suggests that the key messages suggested by the advertising were much more effective in the touch condition compared to the mouse condition.
- We had 2 key hypotheses that we wanted to explore – we believed that touch would also be an important component in the effectiveness of print advertising. And, based on academic theory, we believed that some kinds of creative would perform particularly strongly.
- UCL conducted the research among 272 newspaper readers, 50/50 male and female and spread of ages and SEG. Print, pc and tablet editions of the newsbrand were specially produced to include 9 ads (each respondent saw 4 in their copy of the newsbrand, plus one “control” ad). Behaviour while reading was monitored by camera, to see whether people actually touched the ads when reading print (ads were automatically touched in reading the tablet edition, no ads were touched in pc sample group)
- Newspapers ads were seen are more trustworthy than the same ads in the control PC condition This increases significantly when ads are touched
- Touching the ads in the newspaper made the brand feel more trustworthy and sincere. And heightened perceptions of brand confidence and reliability, as well as increasing customer satisfaction and likelihood to recommend scores
- Tactile ads performed really strongly in tablet newsbrands. By tactile ads we mean ads where the product, or part of the product is almost life-sized - you feel as if you can reach out and grab it. These ads convey tangibility.
- Tablet ads consistently performed better than pc. But the biggest difference was for the tactile tablet ads – they had 33% higher spontaneous awareness than for the non –touch pc versions and improved across every brand metric
- We had 2 key hypotheses that we wanted to explore – we believed that touch would also be an important component in the effectiveness of print advertising. And, based on academic theory, we believed that some kinds of creative would perform particularly strongly.
- We are bombarded with messages, but touch can create a halt, give us time to connect, let us get back in contact with reality
- The ultimate aim of media planners, creative agencies and clients is to engage with their current and prospective customers
- This research provides a new lens for evaluating media opportunities – the opportunity to touch as well as opportunity to see
- Media planning tends to focus on the head and the heart, the rational and emotional. We now need to add a third element – touch – which links both of these. It creates tangibility and believability. And it simultaneously links our senses directly to our emotions.
- We talk a lot about experiential and engaging campaigns, but what are they? Both are hard to articulate and understand. What touch brings us is a step closer to truly understanding: Touch is literally and emotionally engaging Touch is truly experiential (it’s no coincidence that one of the key innovation strands for virtual reality companies is haptic/touch development)
- We automatically respond to images which stimulate our sense of touch. “Tactile” images – which feature elements which are almost life sized encourage us to actually touch the ads in print. The delicious looking baked potato looks so tempting we want to grab it from the page. We want to reach out and touch a baby who is reaching out to us. Even paper origami can involve the reader – such as this tongue in cheek ad from Carphone Warehouse for a cheap Valentine’s Day bunch of roses.
- Touch is something nature has known about forever. The star nosed mole for example, as well as having perfectly manicured hands, has 22 “fingers” for a nose, that allow him/her to feel his way around – to navigate their subterranean world and detect everything, from food to threats. We need to be a bit more like the star nosed mole and be more aware of how touch shapes our understanding and emotional response to communications.