The Influence of Visual and Tactile Inputs on Denim Jeans Evaluation

摘要: This study investigated how visual and tactile inputs might influence consumers’ evaluative processes when they shop for a pair of denim jeans. Qualitative method was adopted to examine both sensory cognitive responses towards sample jeans in respect product-specific cues such as colour fabric. The participants were 42 Canadian females aged from 18 27 years old. According the results this study, dark coloured are often associated with higher prices. Additionally, many used fabric hand (the feeling between fingers) evaluate thermo-physiological/sensorial comfort qualities durability jeans, well stretch assess shape retention, physical mobility psychological (self-/body-image). These findings suggest that consumers do not merely use specific product judge product’s inherent functional/concrete weight, thermal properties, but also link various or abstract values social, sensorial benefits/pleasure. Clearly, affective processing occurred coexisted throughout process.