Is there an easy way for retailers to increase sales of their merchandise and also charge more for what they’re selling? Now, a study by researchers at Ohio State University has shown that allowing shoppers to physically touch items can lead to greater sales.

In the study, researchers gathered a large group of college students and allowed them to inspect a regular coffee mug for either 10 or 30 seconds. Next, the students were placed in either an open or closed auction and allowed to bid on the mug that they had just handled. Each student was given $10 to participant in the study and, if they chose, to spend a portion, or all of it, on bids for the auction. Interestingly, the price of the mug (about $4) and the location of where it could be bought (at a nearby bookstore) was disclosed to each participant before bidding began.

What researchers found was that students who handled the mug for 30 seconds paid almost 50% more for it than the 10 second group. In addition, participants in the open auction paid over 15% more for the mug than bidders in the closed auction.

Using psychology as their framework, the researchers explained the outcome of their study through attachment theory, which states that people become attached to objects after becoming become familiar with them. In this study, the physical touching of the coffee mug appeared to strengthen this attachment. Additionally, some student’s motivation to bid higher for the mug may also be explained through loss aversion, a powerful motivator that prompts a strong reaction when there’s an impending sense of loss. The open auctions seemed to exploit this phenomenon.

How do these findings apply to the retail space?

The knowledge of attachment theory and loss aversion can be used by either the shopper or vendor during marketplace transactions. Shoppers can make smarter decisions by being aware of their feelings of attachment, and realizing that such emotions might over-power their usual rational judgment. On the other hand, those working in retail positions, such as retail management, might use this information to setup their shops so that customers are allowed physical contact with the items for sale. This might involve removing products from their packaging, setting up demo kiosks, or encouraging shoppers to trial an item at home.

In conclusion of their study, the researchers note that the application of attachment theory in the retail space has been successfully used for decades. In such industries as car sales, offering a test drive or trial ownership period is a common way to clinch the deal. But the findings from this study are surprising in that participants became attached to an object, of relative insignificance, in a short period of time. Notably, in a few of the auctions the mugs sold for the maximum $10 bid price, even though participants were told that the mug could be bought cheaper from a nearby bookstore.

The implications of this study could shape how retailers optimize their stores, such as by increasing physical contact between products and customers. Additionally, by presenting items for sale in seemingly limited quantities, retailers can trigger a loss aversion type behavior. Online retailers might also use this information to implement more lenient return policies, as trial periods are more likely to convert into sales.

Despite shoppers living in an age of information, where products and prices can be compared in realtime on computers and cellphones, it seems that the control center of making such decisions still lies in the heart, which often betrays us. As they say, caveat emptor!