Yoshihiko Kadoya and Mostafa Saidur Rahim Khan’s co-authored paper (with Somtip Watanapongvanich, Masahiro Fukada, Yuichi Kurita, Masato Takahashi, Hideyasu Machida, Kiyotaka Yarimizu, Nanako Kimura, Hiroko Sakurai, Kenji Nakamura, and Ryouko Ebara) was published in IEEE Access (open access). This is the world’s first experimental study to examine how tactile impressions affect consumers’ willingness to pay for a product.