University of Kentucky UKnowledge University of Kentucky Doctoral Dissertations Graduate School 2008 THE INTERACTION OF HAPTIC IMAGERY WITH HAPTIC PERCEPTION FOR SIGHTED AND VISUALLY IMPAIRED CONSUMERS Shannon Bridgmon Rinaldo University of Kentucky, [email protected] Right click to open a feedback form in a new tab to let us know how this document benefits ou.y Recommended Citation Rinaldo, Shannon Bridgmon, "THE INTERACTION OF HAPTIC IMAGERY WITH HAPTIC PERCEPTION FOR SIGHTED AND VISUALLY IMPAIRED CONSUMERS" (2008). University of Kentucky Doctoral Dissertations. 687. https://uknowledge.uky.edu/gradschool_diss/687 This Dissertation is brought to you for free and open access by the Graduate School at UKnowledge. It has been accepted for inclusion in University of Kentucky Doctoral Dissertations by an authorized administrator of UKnowledge. For more information, please contact [email protected]. ABSTRACT OF DISSERTATION Shannon Bridgmon Rinaldo The Graduate School University of Kentucky 2008 THE INTERACTION OF HAPTIC IMAGERY WITH HAPTIC PERCEPTION FOR SIGHTED AND VISUALLY IMPAIRED CONSUMERS ABSTRACT OF DISSERTATION A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in the College of Business and Economics at the University of Kentucky By Shannon Bridgmon Rinaldo Lexington, KY Director: Dr. Terry L. Childers, Professor of Marketing Lexington, KY 2008 Copyright © Shannon Bridgmon Rinaldo 2008 ABSTRACT OF DISSERTATION THE INTERACTION OF HAPTIC IMAGERY WITH HAPTIC PERCEPTION FOR SIGHTED AND VISUALLY IMPAIRED CONSUMERS Consumers evaluate products in the market place using their senses and often form mental representations of product properties. These mental representations have been studied extensively. Imagery has been shown to interact with perception within many perceptual modalities including vision, auditory, olfactory, and motor. This dissertation draws on the vast visual imagery literature to examine imagery in the haptic, or touch, modality. Two studies were undertaken to examine the relationship between haptic imagery and haptic perception The first study is based on studies from cognitive psychology that have used similar methods for examining visual imagery and visual perception. In study 1, sighted and visually impaired participants were asked to evaluate objects haptically, to form a haptic image of that object during a short interval, and then to compare the haptic image to a second object. In Study 2, sighted and visually impaired participants listened to five radio advertisements containing imagery phrases from multiple modalities. After listening to the advertisements, participants were asked to recall the ad content and assess both the ad and the product while haptically evaluating the product in the ad. Though results were mixed and further exploration will be necessary, these studies offer broad implications for consumer use of haptic imagery in shopping environments. The implications for both sighted and blind consumers are discussed. KEYWORDS: haptic imagery, visual imagery, blind consumers, haptic perception, haptic imagery scale Shannon Bridgmon Rinaldo December 17, 2008 THE INTERACTION OF HAPTIC IMAGERY WITH HAPTIC PERCEPTION FOR SIGHTED AND VISUALLY IMPAIRED CONSUMERS By Shannon Bridgmon Rinaldo Terry L. Childers, Ph.D. Director of Dissertation Merl M. Hackbart, Ph.D. Director of Graduate Studies December 17, 2008 . RULES FOR THE USE OF DISSERTATIONS Unpublished dissertations submitted for the Doctor's degree and deposited in the University of Kentucky Library are as a rule open for inspection, but are to be used only with due regard to the rights of the authors. Bibliographical references may be noted, but quotations or summaries of parts may be published only with the permission of the author, and with the usual scholarly acknowledgments. Extensive copying or publication of the dissertation in whole or in part also requires the consent of the Dean of the Graduate School of the University of Kentucky. DISSERTATION Shannon Bridgmon Rinaldo The Graduate School University of Kentucky 2008 THE INTERACTION OF HAPTIC IMAGERY WITH HAPTIC PERCEPTION FOR SIGHTED AND VISUALLY IMPAIRED CONSUMERS DISSERTATION A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in the College of Business and Economics at the University of Kentucky By Shannon B. Rinaldo Lexington, KY Advisor: Dr. Terry L. Childers, Professor of Marketing Lexington, KY 2008 Copyright © Shannon Bridgmon Rinaldo 2008 For Jason and Aidan Acknowledgements No major accomplishment is realized without the help of countless collaborators, colleagues, friends, and supporters. For those named here and for the many who go unrecognized, these pages are filled with their sacrifices and hard work in addition to my own. Special thanks goes to those who contributed to this dissertation: To my advisor Terry L. Childers, mentor and teacher who unselfishly shares the knowledge acquired throughout his years as a scholar. To C. Melody Carswell, committee member and mentor, who has supported and inspired me to seek the “why” of experimental psychology. To committee members Scott Kelley and Blair Kidwell for their devotion of encouragement, criticism, and time. To Ryan Kilpatrick, the best voice-over artist in Chicago, for putting together the most professional auditory advertisements I ever could have imagined. To Bill Gregory and the Center for Visualization and Virtual Environments for providing portable, reliable equipment and software used for stimulus presentation. Equipment that never fails, in spite of the operator. To Sian Mason for her dedication to keeping me sane, we’ll always have “Vision Quest.” To Rusty Grant for his hard work collecting, entering, and sorting data for endless hours. To Michelle Baker and Jason Rinaldo for their effortful content analysis and coding. To Steve Hagemoser who offered professional and personal experience in working with and assessing the blind consumer. To Sheila Perkins and my other friends at the Chicago Lighthouse, The National Federation of the Blind of Chicago, The National Federation of the Blind of West Virginia, The Cabell-Wayne Association for the Blind, The Bluegrass Council of the Blind, Independence Place, The Kentucky School for the Blind Charitable Foundation, iii The American Printing House, and the Office for the Blind in Daviess County, KY, all of whom were so gracious in providing space, equipment, and participants. These and the countless other organizations for the blind are sorely underfunded and underappreciated. To Tracy Steen for helping me find the persistence and strength to write this dissertation one page, one paragraph, one word at a time. To the friends and family who sat through presentations, proofread manuscripts, and assisted in keeping my household running smoothly during hectic times. And finally, to Jason and Aidan, who have spent many late evenings and weekends without the wife and mother they needed so that their family could prosper through her work. Thank you for waiting. iv TABLE OF CONTENTS Acknowledgments…………………………………………………….………………..iii List of Tables…………………………….…………………………....………………viii List of Figures…………………………………………..……………...………………..x Chapter 1: Introduction……………………………………………….………………..1 Visually impaired consumers……………………………………………….…2 A unique perspective………………………………….……….………..2 A neglected population of consumers………………………….……….3 Overview of this dissertation…………………………………………………...4 Expected contributions………………………………………………………….4 Paper layout……………………………………………………..……………....5 Chapter 2: Literature Review…………………………………………….…………….6 Review of the Haptic Literature………………………………………………...8 How and why consumers evaluate haptically…………………..……...10 The Visual Imagery Literature…………………………………………………14 A word of caution………………………………………………..…….14 Theory of Resource Competition………………………………………15 Resource Complementation……………………………………………23 Biology of Touch……………………………………………………………... 27 The Sensory Organ: The Hand……………………………………… 27 The Sensory Pathway………………………………………………….29 Cortical Processing…………………………………………………… 30 The Visually Impaired …………………………………….............................. 31 v Summary of Chapter 2…………………………………………………………34 Chapter 3: Conceptual Framework……………………………………………………35 Haptic Perception and Haptic Imagery………………………………………. 37 Haptic Imagery………………………………………………………...38 Haptic Imagery Competes for Resources…………………………….. 41 Visual Imagery Will Not Compete for Resources…………………………….42 Substance Versus Structural Related Properties of Products …………42 Sighted Versus Visually Impaired Consumers………………………... 45 The Marketing Context………………………………………………………..48 Summary of Chapter 3………………………………………………………...50 Chapter 4: Methodology…………………………………………………………….. 51 Pretests…………………………………………………………………..…… 51 Stimulus Development…………………………………………………51 Setting the Interstimulus Interval……………………………………...65 Scale Development…………………………………………………… 66 Steps and Analysis of Haptic Imagery Scale Development…...67 Study 1………………………………………………………………………...73 Participants…………………………………………………………….73 Materials and Equipment……………………………………………....74 Procedure………………………………………………………………76 Operational Definitions of Independent Variables………………........ 85 Measuring Dependent Variables……………………………………… 85 Study 2………………………………………………………………………...86 vi Participants…………………………………………………………….86 Materials…………………………………………………………….…86 General Procedure……………………………………………………..87 Summary of Chapter 4………………………………………………………...92 Chapter 5: Analysis of Results………………………………………………………..93