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Newsworks, UCL and PHD Research Study: Touching is believing

The UK-based study from Newsworks, UCL and PHD titled “Touching is believing” investigates the power of touch and why touch matters to advertisers and brands in an increasingly virtual world.

“Touching is believing” specifically looks at the effect of touch on newspaper and tablet advertising and the impact of different creative. The research found that touch improves brand perceptions and increases purchase consideration.