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



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