The endowment effect shows that if customers touch a product they are less likely to purchase it.

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The endowment effect is the tendency for people to place a higher value on something they own or possess, compared to something they do not. It is often cited as a reason why people are reluctant to sell items they own for less than they think they are worth. However, this effect does not necessarily imply that if customers touch a product they are less likely to purchase it. In fact, research suggests that allowing customers to touch and interact with a product can increase their desire to purchase it by giving them a sense of ownership and attachment.

The Endowment Effect Shows That If Customers Touch a Product