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

Event factfile

Date of event: 15 November 2018
Event ends: 15 November 2018
Start time: 12:00
End time: 13:30
Price: Free, with lunch provided - registration required
Marketing & Reputation Research Seminar - When Digital Gets Physical: Documenting Consumer Responses to Haptic Feedback

University of Reading, Whiteknights - Chancellors G01

You are kindly invited to join the Marketing & Reputation department for a presentation given by our guest speaker, Associate Professor Rhonda Hadi, on Sensory Marketing and Consumer Interactions with Technology.

For more information and to register, please contact Angie Clark.
(lunch will be provided, so registration is required)


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.

Getting There

University of Reading, Whiteknights Campus

University of ReadingReadingBerkshireRG6 6UD
RG6 6UD