ABSTRACT
This chapter analyzes and discusses the sense of touch, which is considered to be strongly associated with both emotional and cognitive reactions in a person. The scientific notions about the fundamental role of the sense of touch are addressed initially with respect to both physiological characteristics and psychological aspects, as well as the importance of touch and feeling. The three categories of influential factors for the sense of touch, which relate to the importance of the societal cultural, the service environment, and the brand are presented. In tactile marketing, products and brands are made available for physical and mental interaction, both real and virtual. The chapter describes how various factors affect individuals' affections, cognitions, as well as their actual behaviors in different buying and consumption processes. Initially, the haptic system was mentioned as an expression for the tactile sense as a tool to get information from the environment, such as various service environments and products.
