A study in the Journal of Consumer Research has shown that merely touching an object increases the feelings of ownership a person has for the object by 22%. The person perceived the touched product as 24% more valuable versus objects they cannot touch, therefore willing to pay a premium for it. Interestingly, the study also showed that the ability to touch a product in-store also increases consumers’ impulse purchasing. In this context, of course, the person needs to have a positive or neutral response to touching the object otherwise it decreases the amount consumers are willing to pay.
So think about your product packaging, price tags, shelves texture or other tactile experiences you can present to the customer. The more pleasant to the touch, the higher the evaluation of the product.
But, what about online shopping? The study found that when touch is unavailable, having people imagine owning a product increases their perception of ownership and how much they are willing to pay for it. Well, with the virtual tryon, that shouldn’t be as difficult. But even if you don’t have that option, how you phrase your product description or even a product name can make a difference.
There are plenty of strategies to encourage product engagement as well as its higher valuation. The key is to choose the right one for you and your customers.