ABSTRACT
A product category that varies in a meaningful way on one of the attributes will generally encourage touch. In addition to product differences that may motivate touch, research shows that some individuals are more motivated to touch compared to others, an individual difference termed need-for-touch (NFT). Higher NFT individuals are those people ripping open packaging in stores in order to feel the products. This group is also less likely to shop online or through a catalog, where touch is unavailable. In fact, the sense of touch, or haptics, is better than any other sense at obtaining certain types of information. So, touching a product makes consumer feel more psychological ownership of that product, which increases consumers' willingness to pay for that product as well as the likelihood consumer may impulsively purchase it. The longer consumer interact with a product, the more psychological ownership they will feel and the more they will pay for that product.
