Some recent research* validates what most of us have known for a long time - If you can get a prospect to touch the goods, they are not only more likely to buy, but to pay a higher price.
Researchers from Ohio State University and Illinois State University conducted a simple experiment with an inexpensive coffee mug that revealed that in many cases, simply touching the mug for as little as 30 seconds created an attachment that led people to pay more for the item.
According to the lead author of the study James Wolf, assistant professor of information systems at Illinois State University, “By simply touching the mug and feeling it in their hands, many people begin to feel like the mug is, in fact, their mug. Once they begin to feel it is theirs, they are willing to go to greater lengths to keep it.”This academic research merely reinforces what the best sales pros have known intuitively for generations. It's why car salesmen ask you to take a test drive and why clothing store sales persons ask you to try it on.
* Ohio State University (2009, January 12). You Can Look -- But Don't Touch. Science Daily.
2 comments:
hmmm...an interesting thing ..well obviously when you can confirm its good condition by testing you are more likely to buy it and ofcourse paying more will only emphasises your interest in that thing and its working model..surely if you dont get a chance to test it, you will more obviously do not try to possess or obsess it as u donot know much abt its condition..TRUE?
Do you ever browse at a store, examine a product and buy it at a later time online? I'm sure that although the sale was not immediate, having a tangible experience with the product helped you purchase with confidence online.
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