Impulsive buys can be dangerous, especially if we can’t really afford that item we really want (or at least think we do). Want to avoid maxing out your credit card? You can look, but you can’t touch.
That was the conclusion of a study (University of Wisconsin-Madison and UCLA). Researchers wondered if touch influences the feeling of ownership and valuation of an object. They discovered that, yes, merely touching an object increases the feelings of ownership a person has for the object. This, in turn, results in a person being willing to pay more for most objects that they touch versus objects that they cannot touch.