Noted: Joann Peck, associate professor of marketing at the Wisconsin School of Business, has conducted numerous studies on haptics, the science of tactile sensations, and how it influences shoppers. Peck has found that when customers handle an item “they’re going to value it more, so they’re going to be more likely to purchase it and often to pay more for it,” she says, because the action increases people’s sense of psychological ownership.
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