The Effect of Tactile Experience on Preferences and Willingness to Pay: A Case Study of Alligator Hide

ABSTRACT Multiple studies have experimentally investigated the influence of tactile attributes on consumer perception and preferences. Focusing on craft kits (earrings, luggage tag, and keychain) made from different types of leather including alligator and cowhide, this study is one of the first to measure the effect of tactile experience on consumer perception and willingness to pay (WTP) for a textile product. The analysis utilizes a Discrete Choice Experiment. Responses ( n = 145) were gathered from 12 events geared toward crafters. We implement a split‐sample experiment where respondents to either the control group or tactile group had an opportunity to physically touch kits. Tactile experience increases perception of quality (overall, workability, desirability) and WTP for alligator hide ($49–$122) and beginner ($−17 to $6), though others (production method, location, scale size) are unchanged. After applying a certainty‐adjustment to control for potential hypothetical bias, WTP is insignificant, and evidence of differences in preference with or without tactile experience diminishes. While we still observe an effect of tactile experience (marginal effects for beginner), it varies considerably with the particular product characteristic and may be more muted than previously shown, though more case studies are needed. These findings highlight the importance of accounting for hypothetical bias when evaluating sensory interventions, and suggest that tactile marketing may nonetheless be effective in enhancing consumer perception and demand.