How surface texture affects consumers’ willingness to pay: Evidence from smartphone covers

Abstract

This study investigates the impact of tactile impressions on consumers’ willingness to pay (WTP) for smartphone covers with varying surface textures. While prior research has examined visual and auditory cues in consumer behavior, the commercial relevance of surface texture remains underexplored. Therefore, we analyze how WTP varies across texture types and reference price conditions and examine the demographic, socioeconomic, and behavioral factors influencing valuation. Data were collected from 387 respondents at a major shopping mall, where participants evaluated four surface textures (A–D) under two reference prices (100 yen and 1,000 yen). Ordinary Least Squares (OLS) regression was used to assess associations between consumer characteristics and WTP. The results show that WTP increases with higher reference prices, indicating a price anchoring effect. Men, unmarried individuals, and those exhibiting hyperbolic discounting demonstrated higher WTP for certain textures. However, risk preference, smartphone usage, and impatience were not significant predictors. These findings suggest that firms can position textured products at premium price points and employ sensory marketing strategies, such as in-store trials, to enhance consumer engagement. This study contributes to the literature by integrating tactile marketing with behavioral economic theory, offering novel insights into joint influence of sensory cues and time preferences on consumer valuation.