The Influence of Visual and Tactile Inputs on Denim Jeans Evaluation

Osmud Rahman

This study investigated how visual and tactile inputs might influence consumers’ evaluative processes when they shop for a pair of denim jeans. Qualitative method was adopted to examine both sensory and cognitive responses towards sample denim jeans in respect of product-specific cues such as colour and fabric. The participants were 42 Canadian females aged from 18 to 27 years old. According to the results of this study, dark coloured jeans are often associated with higher prices. Additionally, many participants used fabric hand (the feeling of fabric between fingers) to evaluate the thermo-physiological/sensorial comfort qualities and durability of the jeans, as well as fabric stretch to assess shape retention, physical mobility and psychological comfort (self-/body-image). These findings suggest that consumers do not merely use specific product cues to judge a product’s inherent functional/concrete qualities such as weight, thermal properties, but also link various cues to higher or abstract values such as social, psychological and sensorial benefits/pleasure. Clearly, affective and cognitive processing occurred and coexisted throughout the evaluative process.