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The Effect of Mere Touch on Perceived Ownership

Posted: 20 Feb 2009  

Joann Peck

University of Wisconsin-Madison, Wisconsin School of Business

Suzanne B. Shu

University of California, Los Angeles - Anderson School of Management

Date Written: February 18, 2009

Abstract

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

Suggested Citation

Peck, Joann and Shu, Suzanne B., The Effect of Mere Touch on Perceived Ownership (February 18, 2009). Journal of Consumer Research, Forthcoming. Available at SSRN: https://ssrn.com/abstract=1345908

Joann Peck (Contact Author)

University of Wisconsin-Madison, Wisconsin School of Business ( email )

975 University Ave
Madison, WI 53706
United States
6082623603 (Phone)

Suzanne B. Shu

University of California, Los Angeles - Anderson School of Management ( email )

110 Westwood Plaza
Los Angeles, CA 90095-1481
United States

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