La marque ou une mention innovante permet-elle de compenser l'impossibilité de toucher le produit par les consommateurs ?

Packaging or methods of distance selling prevent consumers from touching the products and therefore from evaluating them properly. Thus the aim of this research is to observe whether extrinsic information, such as brand or innovative cue, can compensate this lack of sensory information and so improve the hedonic evaluation. An experiment conducted on 110 subjects with two fabrics shows that consumers evaluate them more positively when they observe them with an extrinsic information than when they observe them without this information, and that this improvement is greater than that obtained when we allow them to assess the fabrics by the touch in addition to the mere sight.