Why do people like to touch when buying goods?

If those who like to touch objects are not touching their goods, they will feel uncomfortable and not confident when considering the product.

In an experiment, University of Michigan marketing specialist Aradhna Krishna and Maureen Morrin of Rutgers University found that consumers who like to touch goods always feel coffee in cup is softer than coffee in hard cup, Although coffee in both cups is taken from one source. Meanwhile, the perception of consumers who do not need to touch goods is not affected by the thickness of the cup.

Many previous tests have demonstrated that consumers believe in sight, even smell, hearing and taste, to evaluate products before making a purchase decision. However, there is little research on the role of palpitations in evaluating products.

"Research on touch in marketing is still in its infancy , " admits professor Joann Peck of the University of Wisconsin (USA).

By combining marketing research with psychological and neuroscience studies, Joann, Aradhna and Maureen hope they will better understand the relationship between touch and the value that people feel. For example, a study conducted in 2006 indicated that a charity would receive more money to donate if distributing pamphlets about their purpose. Another report, published in Consumer Research, confirms that touching an object increases the sense of ownership and makes it easier for people to buy it.

Joann said that these conclusions are very useful for online sales companies through the Internet, so that they can propose reasonable marketing for each type of product. For example, a picture of a mobile phone with its size, volume and a video illustrating its functions can make people who want to touch the product satisfied, but a photo of a shirt Wool advertised as "soft" and "smooth" may not be attractive enough for them.