Behavioural economics: Getting touchy and feely in the online world

Crawford Hollingworth

This article explores how the sense of ownership created by sensory experiences in-store can be replicated online.

Behavioural economics: Getting touchy and feely in the online world

Crawford HollingworthThe Behavioural Architects

The sensory experience in particular is known to be influential in our decision-making. For example, research has illustrated how we can often become more disposed to a product simply because we have touched it or held it in our hands because that helps to build a sense of endowment and ownership.

Apple is master of this in the in-store environment, according to business communications expert Carmine Gallo, who spent a year studying the Apple store experience. He says: "Apple wants you to touch stuff, to...

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