Buys who grasped a potential purchase for that long were also more willing to spend more than those who held their items for 10 seconds. Apparently, the lead research author, James Wolf, says its because extended physical contact can confer a sense of ownership.
So that's why whenever I'm in Europe, those guys with the cardboard palettes covered in knockoff sunglasses are adamant about making me hold a pair...try them on. Same goes for stores here, where sales associates are overly eager about "starting a dressing room" for me, or opening up a jewelry case to let me try on a Burberry watch, even if I'm not planning on buying. It's enticement through contact and all of a sudden, it all makes sense. (Photo: Bettman/Corbis via Harvard University)