In Search of a Surrogate for Touch : The Effect of Haptic Imagery on Perceived Ownership

Previous research has shown that individuals value objects more highly if they own them, a finding commonly known as the endowment effect. In fact, simply touching an object can create a perception of ownership that produces the endowment effect. Through a series of three studies, we extend this line of research in several ways. First, we investigate the effect of haptic imaging - the mental visualization of touch - on perceived ownership. We find that individuals who imagine touching an object when their eyes are closed experience a level of perceived ownership similar to that of individuals who actually touch the object. We explore the process through which this occurs, demonstrating that, when a person's eyes are closed, haptic imagery leads to perceptions of physical control, which in turn increase feelings of ownership. Moreover, the more vivid the haptic image, the greater the perception of control and the feeling of ownership. This has important implications for marketing in contexts where touch is not feasible, such as online, since haptic imagery could act as a surrogate for touch