The Effect of Tangibility on Desire

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.



Citation:

Katrien Meert and Mario Pandelaere (2012) ,"The Effect of Tangibility on Desire", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1123-1123.

Authors

Katrien Meert, Ghent University, Belgium
Mario Pandelaere, Ghent University, Belgium



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Communicate Healthiness Through Indirect Measures: The Effect of Food in Motion Figure on the Perceived Healthiness of Food

Moty Amar, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Aner Tal, Ono Academic College (OAC)

Read More

Featured

Time-of-Day Effects on Consumers’ Social Media Engagement

Ozum Zor, Rutgers University, USA
Kihyun Hannah Kim, Rutgers University, USA
Ashwani Monga, Rutgers University, USA

Read More

Featured

The Dark Side of Luxury: The Social Costs of Conspicuous Consumption

Christopher Cannon, Northwestern University, USA
Derek Rucker, Northwestern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.