Joann Peck’s Research on Role of Touch in Purchasing Decisions Featured in U.S. News
Joann Peck
Joann Peck’s research has focused on the role of touch in consumers’ purchasing decisions. The assistant professor of Marketing at the Wisconsin School of Business was quoted in the U.S. News & World Report article, “Some must touch before they buy.”
The article discussed Peck’s need-for-touch scale that she developed, which places consumers along a continuum. Peck said this need can have a large impact on online shopping.
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