IDEAS home Printed from https://ideas.repec.org/a/aic/revebs/y2019j24stirm.html
   My bibliography  Save this article

Potential Impact Of Virtual Touching On Endowment And Feelings Of Ownership. A Literature Review Of Concepts And Scales

Author

Listed:
  • MIHAELA ÅžTIR

    („Alexandru Ioan Cuza“ University of Iasi, Romania)

  • ADRIANA ZAIÅ¢

    („Alexandru Ioan Cuza“ University of Iasi, Romania)

Abstract

Online sales increase at incredible paces, all over the world, and so are corresponding marketing efforts. One of the main deterrents of online selling is related to the impossibility of trying or touching products before taking the decision to buy. Previous studies on offline environments have proved that touching products makes people develop a feeling of ownership, a psychological sense of property that has positive consequences on their intention and decision to buy those products. Similar effects, adapted for the online environments, were less investigated, but the very few existent studies suggest that virtually touching a product through tactile interfaces (smartphone, iPad, tablet etc.) could be as important for consumer decisions as the content of the site and product information. Virtual touching could serve as emotional triggers, leading to feelings of ownership and endowment effects in online marketing. However, defining the concept of “virtual touching†is difficult – even the simple association of “touch†and “virtual†seems oximoronic. The purpose of the present study – a literature review type – is to investigate the tactile based creative online marketing, in order to conceptualize and operationalize the variable „virtual touching†, thus being able to further suggest a research design which would enable us to measure the impact of online „touching†on consumer behaviour. The main analysed constructs related to virtual touching are: endowment effect, psychological ownership, haptic advertising, sensory online marketing, haptic imagery, haptic technology, reverse electrovibration.

Suggested Citation

  • Mihaela Åžtir & Adriana Zaiå¢, 2019. "Potential Impact Of Virtual Touching On Endowment And Feelings Of Ownership. A Literature Review Of Concepts And Scales," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 24, pages 145-162, December.
    • Handle: RePEc:aic:revebs:y:2019:j:24:stirm
    as

    Download full text from publisher

    File URL: http://rebs.feaa.uaic.ro/articles/pdfs/279.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Citrin, Alka Varma & Stem, Donald Jr. & Spangenberg, Eric R. & Clark, Michael J., 2003. "Consumer need for tactile input: An internet retailing challenge," Journal of Business Research, Elsevier, vol. 56(11), pages 915-922, November.
    2. Kahneman, Daniel & Knetsch, Jack L & Thaler, Richard H, 1990. "Experimental Tests of the Endowment Effect and the Coase Theorem," Journal of Political Economy, University of Chicago Press, vol. 98(6), pages 1325-1348, December.
    3. Harbaugh, William & Krause, Catherine & Vesterlund, Lise, 2001. "Are Children Better Behaved Than Adults? Age, Experience and the Endowment Effect," Staff General Research Papers Archive 1950, Iowa State University, Department of Economics.
    4. repec:cup:judgdm:v:2:y:2007:i::p:107-114 is not listed on IDEAS
    5. Carmon, Ziv & Wertenbroch, Klaus & Zeelenberg, Marcel, 2003. "Option Attachment: When Deliberating Makes Choosing Feel Like Losing," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(1), pages 15-29, June.
    6. Peck, Joann & Childers, Terry L, 2003. "Individual Differences in Haptic Information Processing: The "Need for Touch" Scale," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(3), pages 430-442, December.
    7. Lyle Brenner & Yuval Rottenstreich & Sanjay Sood & Baler Bilgin, 2007. "On the Psychology of Loss Aversion: Possession, Valence, and Reversals of the Endowment Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(3), pages 369-376, May.
    8. Didem Kurt & J. Jeffrey Inman, 2013. "Mispredicting Others' Valuations: Self-Other Difference in the Context of Endowment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(1), pages 78-89.
    9. Carmon, Ziv & Ariely, Dan, 2000. "Focusing on the Forgone: How Value Can Appear So Different to Buyers and Sellers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(3), pages 360-370, December.
    10. Joann Peck & Suzanne B. Shu, 2009. "The Effect of Mere Touch on Perceived Ownership," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(3), pages 434-447.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Daniel Villanova, 2019. "The extended self, product valuation, and the endowment effect," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 357-371, December.
    2. Liu, Wumei & Batra, Rajeev & Wang, Haizhogn, 2017. "Product Touch and Consumers’ Online and Offline Buying: The Role of Mental Representation," Journal of Retailing, Elsevier, vol. 93(3), pages 369-381.
    3. Simon Gächter & Eric J. Johnson & Andreas Herrmann, 2022. "Individual-level loss aversion in riskless and risky choices," Theory and Decision, Springer, vol. 92(3), pages 599-624, April.
    4. Spantig, Lisa, 2021. "Cash in hand and savings decisions," Journal of Economic Behavior & Organization, Elsevier, vol. 188(C), pages 1206-1220.
    5. Alexopoulos, Theodore & Šimleša, Milija & Francis, Mélanie, 2015. "Good self, bad self: Initial success and failure moderate the endowment effect," Journal of Economic Psychology, Elsevier, vol. 50(C), pages 32-40.
    6. Jan Vrána & Stanislav Mokrý, 2020. "Haptics and its Effect on Consumers' Intentions Using Neuroscientific Methods: Literature Review," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 68(2), pages 451-457.
    7. Dominic Bergers, 2021. "Individual differences in the susceptibility of biases relevant in price management: a state-of-the-art article," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 20(4), pages 497-528, August.
    8. Amos Schurr & Ilana Ritov, 2014. "The Effect of Giving It All Up on Valuation: A New Look at the Endowment Effect," Management Science, INFORMS, vol. 60(3), pages 628-637, March.
    9. Gächter, Simon & Johnson, Eric J. & Herrmann, Andreas, 2007. "Individual-Level Loss Aversion in Riskless and Risky Choices," IZA Discussion Papers 2961, Institute of Labor Economics (IZA).
    10. Ringler, Christine & Sirianni, Nancy J. & Gustafsson, Anders & Peck, Joann, 2019. "Look but Don’t Touch! The Impact of Active Interpersonal Haptic Blocking on Compensatory Touch and Purchase Behavior," Journal of Retailing, Elsevier, vol. 95(4), pages 186-203.
    11. Katherine Burson & David Faro & Yuval Rottenstreich, 2013. "Multiple-Unit Holdings Yield Attenuated Endowment Effects," Management Science, INFORMS, vol. 59(3), pages 545-555, November.
    12. Ebo Botchway & Jan Verpooten & Ine van der Beken & Justina Baršytė & Siegfried Dewitte, 2023. "The Endowment Effect in the Circular Economy: Do Broken Products Face Less of a Trading Barrier Than Intact or Repaired Ones?," Sustainability, MDPI, vol. 15(15), pages 1-19, August.
    13. Charan K. Bagga & Neil Bendle & June Cotte, 2019. "Object valuation and non-ownership possession: how renting and borrowing impact willingness-to-pay," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 97-117, January.
    14. Ashworth, Laurence & Darke, Peter R. & McShane, Lindsay & Vu, Tiffany, 2019. "The rules of exchange: The role of an exchange surplus in producing the endowment effect," Organizational Behavior and Human Decision Processes, Elsevier, vol. 152(C), pages 11-24.
    15. Yan Sun & Barbara Mellers, 2016. "Trade-upgrade framing effects: Trades are losses, but upgrades are improvements," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 11(6), pages 582-588, November.
    16. Jiwoong Shin & Dan Ariely, 2004. "Keeping Doors Open: The Effect of Unavailability on Incentives to Keep Options Viable," Management Science, INFORMS, vol. 50(5), pages 575-586, May.
    17. repec:cup:judgdm:v:11:y:2016:i:6:p:582-588 is not listed on IDEAS
    18. Marcel Lichters & Marko Sarstedt & Bodo Vogt, 2015. "On the practical relevance of the attraction effect: A cautionary note and guidelines for context effect experiments," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 5(1), pages 1-19, June.
    19. Nash, Jane Gradwohl & Rosenthal, Robert A., 2014. "An investigation of the endowment effect in the context of a college housing lottery," Journal of Economic Psychology, Elsevier, vol. 42(C), pages 74-82.
    20. Krishna, Aradhna & Cian, Luca & Aydınoğlu, Nilüfer Z., 2017. "Sensory Aspects of Package Design," Journal of Retailing, Elsevier, vol. 93(1), pages 43-54.
    21. Marcel Lichters & Marko Sarstedt & Bodo Vogt, 2015. "On the practical relevance of the attraction effect: A cautionary note and guidelines for context effect experiments," AMS Review, Springer;Academy of Marketing Science, vol. 5(1), pages 1-19, June.

    More about this item

    Keywords

    sensory marketing; touch marketing; e-commerce; haptic marketing; sense of ownership; endowment effect;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aic:revebs:y:2019:j:24:stirm. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sireteanu Napoleon-Alexandru (email available below). General contact details of provider: https://edirc.repec.org/data/feaicro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.