The role of haptics in persuasion Haptics is the use of touch. It can be expressed in many ways and variations. Haptics is a central part of nonverbal communication, which consists of body language. The effect of a touch can have a negative or positive response. While some argue that touch is critical for sustaining interpersonal relationships, others believe that the use of touch is impartial. Next, the art of persuasion attempts to alter people's attitudes. As reported by the International Encyclopedia of Hospitality Management (2005), “Persuasion is the deliberate effort to change the attitudes of one or more people. Attitudes are evaluations of people, objects, or ideas. Attitudes are important to hospitality marketers because they assume that consumer attitudes influence consumer behaviors (Persuasion, 2010). They conclude that advertising marketers' design aims to influence consumers to purchase their products and achieve higher sales (Persuasion, 2010). Therefore, a vital component of persuasion, as we will see later, is the role of tactile sensation. According to authors Danielle J Dolin and Melanie Booth-Butterfield (1993) in their article, "Reach Out and Touch Someone: Analysis of Nonverbal Comforting", they report that in today's society many people live in discomfort and seek the comfort and support of touch in their closest relationships. Their study extended research on comfort strategies with the use of haptics and showed a positive correlation between the two (Dolin & Booth-Butterfield, 1993). Using 93 students as participants, nonverbal comforting responses to a hypothetical scenario were collected (1993). The study (1993) served as the dependent variable, the use of an appropriate scenario in which comforting responses, including tactile sensation, could be used. The data reported that each person used an average of 3.5 units, or comforting responses (1993). Two of Dolin and Booth-Butterfield's (1993) hypotheses predicted correctly. The study (1993) described the following: “individuals who scored high on affective orientation engaged in more comforting behaviors than those who scored low on the measure. Three categories of comforting behaviors were individually correlated with affective orientation Attention and hugging were both positively correlated with affective orientation." affective orientation, while emotional distancing was negatively correlated. Hypothesis 2 was also confirmed, with females reporting higher affective orientation scores than males. Peck and Jennifer Wiggins in the Journal of Marketing (2006). Meanwhile, authors Joan Peck and Jennifer Wiggins in their 2006 article titled "It Just Feels Good: Customers' Affective Response to Touch and Its Influence on Persuasion", touch plays the role of an evaluator, determining whether products have Successfully convinced to purchase the product by physically examining them.