The Effect of Mere Touch on Perceived Ownership
University of Wisconsin-Madison, Wisconsin School of Business
Suzanne B. Shu
University of California, Los Angeles - Anderson School of Management
February 18, 2009
Journal of Consumer Research, Forthcoming
This research finds that merely touching an object results in an increase in perceived ownership of that object. For non-owners, or buyers, perceived ownership can be increased with either mere touch or with imagery encouraging touch. Perceived ownership can also be increased through touch for legal owners, or sellers of an object. We also explore valuation of an object and conclude that it is jointly influenced by both perceived ownership and by the valence of the touch experience. We discuss the implications of this research for on-line and traditional retailers as well as for touch research and endowment effect research.
Keywords: touch, perceived ownership, endowment effect, haptics
Date posted: February 20, 2009
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