Featured Research

from universities, journals, and other organizations

Buyer Beware: Touching Something In A Store Increases Perceived Ownership

Date:
March 31, 2009
Source:
University of Chicago Press Journals
Summary:
To avoid unwanted or unnecessary purchases, keep your hands off the goods. That's the conclusion of a new study in the Journal of Consumer Research.

To avoid unwanted or unnecessary purchases, keep your hands off the goods. That's the conclusion of a new study in the Journal of Consumer Research.

Authors Joann Peck (University of Wisconsin-Madison) and Suzanne B. Shu (UCLA) cite a 2003 warning from the Illinois state attorney general's office that warned holiday shoppers to be cautious of retailers who encourage them to hold objects and imagine the objects as their own when shopping. The authors wondered whether the warning was valid and, more generally, if touch influences the feeling of ownership and valuation of an object.

"In our research, we have evidence that the warning from the attorney general is valid. In four studies, we find that merely touching an object increases the feelings of ownership a person has for the object. This, in turn, results in a person being willing to pay more for most objects that they touch versus objects that they cannot touch," the authors write. "We also find that when touch is unavailable, such as shopping online, having people imagine owning a product increases their perception of ownership and how much they are willing to pay for a product."

If people have a positive or neutral response to touching an object, they are willing to pay more for it, the authors explain. However, if an object does not feel particularly pleasant to the touch, it decreases the amount consumers are willing to pay. "For most products, the touch experience is positive or neutral so merely touching a product usually increases how much a person is willing to pay for an object," the authors write.

The research may help explain the link between touch and impulse purchasing, the authors explain. "Encouraging touch in a retail store, as Apple does for products like the iPhone, may increase the feelings of perceived ownership and influence the amount a customer is willing to pay for a product." Likewise, offers of "free trials" for a certain time before the consumer is obligated to pay are likely to increase perceived ownership and product valuation.

Encouraging ownership imagery can be an effective way for online retailers to increase sales, even when touch isn't possible, the authors write. "Our findings that consumers respond effectively to the combination of no-touch and ownership imagery suggests a remarkable opportunity for online retailers to increase perceived ownership and purchase."


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Peck et al. The Effect of Mere Touch on Perceived Ownership. Journal of Consumer Research, 2009; 090324152441041 DOI: 10.1086/598614

Cite This Page:

University of Chicago Press Journals. "Buyer Beware: Touching Something In A Store Increases Perceived Ownership." ScienceDaily. ScienceDaily, 31 March 2009. <www.sciencedaily.com/releases/2009/03/090331112723.htm>.
University of Chicago Press Journals. (2009, March 31). Buyer Beware: Touching Something In A Store Increases Perceived Ownership. ScienceDaily. Retrieved August 21, 2014 from www.sciencedaily.com/releases/2009/03/090331112723.htm
University of Chicago Press Journals. "Buyer Beware: Touching Something In A Store Increases Perceived Ownership." ScienceDaily. www.sciencedaily.com/releases/2009/03/090331112723.htm (accessed August 21, 2014).

Share This




More Mind & Brain News

Thursday, August 21, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Do More Wedding Guests Make A Happier Marriage?

Do More Wedding Guests Make A Happier Marriage?

Newsy (Aug. 20, 2014) — A new study found couples who had at least 150 guests at their weddings were more likely to report being happy in their marriages. Video provided by Newsy
Powered by NewsLook.com
Charter Schools Alter Post-Katrina Landscape

Charter Schools Alter Post-Katrina Landscape

AP (Aug. 20, 2014) — Nine years after Hurricane Katrina, charter schools are the new reality of public education in New Orleans. The state of Louisiana took over most of the city's public schools after the killer storm in 2005. (Aug. 20) Video provided by AP
Powered by NewsLook.com
Researcher Testing on-Field Concussion Scanners

Researcher Testing on-Field Concussion Scanners

AP (Aug. 19, 2014) — Four Texas high school football programs are trying out an experimental system designed to diagnose concussions on the field. The technology is in response to growing concern over head trauma in America's most watched sport. (Aug. 19) Video provided by AP
Powered by NewsLook.com
Kids' Drawings At Age 4 Linked To Intelligence At Age 14

Kids' Drawings At Age 4 Linked To Intelligence At Age 14

Newsy (Aug. 19, 2014) — A study by King's College London says there's a link between how well kids draw at age 4 and how intelligent they are later in life. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins