Want to save some money? Shop without touching (conclusion (If you don'…
Want to save some money? Shop without touching
consumers who touch products in the aisles will pay more money for them than those who keep their hands off the merchandise
Procter&Gamble: ran the iconic television ads for its Charmin toilet-paper brand
Don't squeeze the Charmin
Why does touching an item increase the likelihood of purchase?
consumers value a product more once they own it
and simply touching that Charmin may increase a shopper's sense of ownership and compile the consumer to buy the product
when you touch sty, you instantly feel more of a connection to it
that connection stirs up an emotional reaction
'Yeah I like the feel of it. This can be mine'
that emotion can cause you to buy sty you never would have bought if you hadn't touched it
the power of touch
study with US students
2 objects were placed in front of them: a Slinky & a coffee mug
the first could touch the products
the second don't
those who touched the items reported higher levels of perceived ownership
were willing to pay more to purchase the products
one half was asked to imagine picking up the products&bringing them home
those who touched the product, imagining ownership weren't willing to pay more!
the other half : asked to simply evaluate the products in their minds
they didn't touched the products
this experience led to significantly higher valuations of the products: they were willing to pay more
If you don't want to spend more money, be careful what you touch
touching sty gives you that little sense of control and that alone can increase your feeling of ownership
If you're a consumer looking to save : DON'T TOUCH the products & Clear your head(you can't even think about touching!)
retailers should hang sign that say ''Feel me''
openly invites its customers to fidget with its gadgets and once you start playing with the iPhone, it's awfully hard to leave the place without one
Can online merchants also benefit from our haptical habits, given that you can't feel a product on the Web?
as long as the sites compel consumers to do the closest thing possible to touching something: imagine that they're touching sty
haptical illusions can have powerful effects on purchasing decisions