The Effect of Mere Touch on Perceived Ownership

Joann Peck and Suzanne B. Shu

Journal of Consumer Research, 2009, vol. 36, issue 3, 434 - 447

Abstract: This research finds that merely touching an object results in an increase in perceived ownership of that object. For nonowners, 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 online and traditional retailers as well as for touch research and endowment effect research.

Date: 2009
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