Don’t judge a book by its cover. Or a slurp of coffee by its cup.
Recent research might yield the latter advice, especially. A taste test showed that the feel of a cup can affect how tasty people find the beverage within it, especially those who have a “high need” for touch when it comes to assessing products.
A need-for-touch scale was developed by Joann Peck, a marketing professor at the University of Wisconsin, Madison. People with a high or low need for touch fall either above or below the midpoint on this continuous scale. When high need-for-touch people can’t touch products, they become frustrated and lose confidence in their judgments of products, Peck said.