The Effect of Tangibility on Desire

Katrien Meert, Ghent University, Belgium
Mario Pandelaere, Ghent University, Belgium
This paper investigates the effect of tangibility on desire. Touching a product might increase product evaluations, however, consumers view items appealing when they have to overcome obstacles to obtain them. Hence, we investigate whether displaying a product in a way that it can just not be touched might enhance desire.
[ to cite ]:
Katrien Meert and Mario Pandelaere (2012) ,"The Effect of Tangibility on Desire", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1123-1123.