Touching the goods in the store or imagining, that we are its owners, makes, that it is easier to buy – scientists warn in the pages of the magazine “Journal of Consumer Research” – In four studies, we found, that simply touching the object enhances the sense of ownership – the authors of the research write, Joann Peck z University of Wisconsin-Madison i Suzanne B. Shu z University of California w Los Angeles. As they add, the result is this, that the prospective buyer is willing to pay more for the item, which he likes. Persons, which did not touch the selected goods, were willing to pay less. Usually, the sensations of touching the purchased items are positive or neutral. Then the touch strengthens the decision to buy. With few exceptions, when touching was associated with negative feelings, the buyers did not declare their willingness to pay higher – the researchers specify.
“We also discovered, that when touching is not possible – as in online shopping – imagining can do the same, that we are the owner of the purchased item” – the authors add. They notice, that the promotions work identically on the basis of a free period of use with a delayed payment date, np. in the case of computer programs.
