Shopping Blog


Be Careful What You Touch, You Might Just Buy It

A study says that once you pick up an item in a store, you are more likely to buy it -- and even to pay more for it. Shoppers start to feel an immediate attachment to an item as soon as they touch it.
Previous studies have shown that many people begin to feel ownership of an item that it "is theirs" before they even buy it. But this study, conducted by researchers at Ohio State University, is the first to show "mine, mine, mine" feelings can begin in as little as 30 seconds after first touching an object.

Participants in the study were shown an inexpensive coffee mug, and were allowed to hold it either for 10 seconds or 30 seconds. They were then allowed to bid for the mug in either a closed (where bids could not be seen) or open (where they could be seen) auction. The participants were told the retail value of the mug before bidding began ($3.95 in the closed auction; $4.95 in the open auction).

The study, detailed in the August 2008 issue of the journal Judgment and Decision Making, found that on average, people who held the mug for longer bid more for it $3.91 to $2.44 in the case of the open auction and $3.07 to $2.24 in the closed. In fact, people who held the mug for 30 seconds bid more than the retail price four out of seven times.

"The amazing part of this study is that people can become almost immediately attached to something as insignificant as a mug," said study leader James Wolf, who began the work while he was a graduate student at Ohio State. "By simply touching the mug and feeling it in their hands, many people begin to feel like the mug is, in fact, their mug. Once they begin to feel it is theirs, they are willing to go to greater lengths to keep it."
This tactic has been used for years: it is the reason car dealers want you to test drive cars and retailers encourage you to try on clothing or sample a makeup product. So if you're trying to stick to a budget, be very careful about the products you touch or you might find yourself overcome by waves of primitive acquisitiveness as you stake your claim cavewoman style on that new Chanel lipstick.


Posted on January 18, 2009

More posts on this topic: shopping













ShoppingBlog.com
Homepage
Latest Headlines


Categories
Auto
Baby
Beauty
Celebrity
Fashion
Food
Games
Health
Holiday
Jewelry
Movies
Music
Oscars
Pets
Retail Industry
Tech
Toys
Travel
TV
Valentine's Day
Weight Loss






Index
Advertising
Contact Us
Homepage







www.shoppingblog.com

Copyright © 2002-2014 by Writers Write, Inc. All Rights Reserved.