A new study says that just touching an item in a store makes you more likely to buy it. The touch seems to create a bond between the person and the item. The buyer is not aware of the bond but is often likely to pay more than they had planned to spend.
The study shows that if the person touches the object for as little as 30 seconds, they become attached to it and imagine themselves owning it. In the study, people were shown and inexpensive coffee cup. Some held it for 10 seconds and others held it for 30 seconds. The people were then allowed to ‘bid’ on the coffee cup against others who had held it. Even though the people were told the retail price of the cup, those who held the cup longest bid more for it and sometimes bid more than the retail price.
The study suggests that when we touch something, we begin to think of it as ours and we want to keep it. Stores often allow people to try on clothing, or sit in cars, or play with pets in shop windows. The store owners know that people will buy more often than if they do not touch the product.
So be careful what you touch when you shop. Touching can be expensive.
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