Marketing & Reputation Research Seminar - When Digital Gets Physical: Documenting Consumer Responses to Haptic Feedback

When Digital Gets Physical: Documenting Consumer Responses to Haptic Feedback

Research has demonstrated the important role that haptic sensation (touch) plays in influencing consumer responses. But as products get ‘smarter’ and are imbued with data collection, emotional intelligence, and machine learning capabilities, the considerations of consumer-product interactions become more complex and the consequences more profound.

In this talk, Associate Professor Hadi will share research exploring how haptic feedback influences both consumer performance on tasks and consumer reactions to mobile advertising.

Associate Professor Rhoda Hadi

Associate Professor of Marketing
Saïd Business School, University of Oxford

Rhonda Hadi is Associate Professor of Marketing at Saïd Business School, University of Oxford. Her research interests lie primarily in the domains of sensory marketing and consumer interactions with technology; specifically, she explores how consumer sensations can non-consciously impact consumer judgements and consumption behaviour, with an emphasis on understanding the underlying processes behind such effects.

Rhonda’s research has been published in leading journals such as the Journal of Consumer Psychology and Appetite, and her work has implications for product manufacturers, service industries, retailers, software developers, as well as public policy makers. Her work was selected as a Marketing Science Institute "Must Read" in 2014, and she frequently shares her expertise with the media, including interviews with the BBC.

At Oxford, she is a fellow of Green Templeton College, and a member of the Oxford Institute of Retail Management.

For more information and to register, please contact Angie Clark.