The researchers conducted four studies on the connection between touch and feelings of ownership and the effect of perceived(抓住) ownership on the value placed on an object. For one of the experiments, the experts placed two products, a Slinky toy and a coffee mug(杯)in front of the volunteers, undergraduate students. About half of the participants were offered to touch the products, while the other half were asked not to touch them. The volunteers then were asked to express their sense of ownership of the products and to report how much money they were willing to pay for each. The results showed that those students who were offered to touch the objects, reported significant increased levels of perceived ownership. They also expressed a desire to pay more money to obtain the products.

　　Researchers said that many stores already follow _the_right_path. But what can be done while shopping online, when touching of an item is not possible?

　　The researchers added an extra layer to their experiment. After the participants either touched or did not touch the Slinky toy and the coffee mug, they were asked to imagine choosing the products and bringing it home. The other half of students were asked to simply evaluate the objects in their minds. As a result, for those students who were asked to touch a product, it did not matter how much money they would be willing to pay after imagining its ownership. However, among those who were not allowed to touch the products — a group that shares the same hands — free experience as online shoppers — imagination of the ownership resulted in significantly higher valuations of the products.

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