According to Martin Lindstrom, it might make all the difference between selling or going back empty handed. According to his latest article on Time ( http://ideas.time.com/2012/01/10/the-secret-cause-of-buyers-remorse/ ), just holding a product might activate a sense of ownership in our brain, that we then strive to protect - a theory supported on FMRI studies that show that touching a product activates the emotional center of the brain. It is a very interesting side of the equation that is never looked at - but might actually be true. How many of us, after grabbing something, feel the need to take it home? The fact is, Martin looks at it as a threat to online shopping and the reason behind rising rates of returns - just because after holding the products they ordered, the feeling consumers get isn't exactly the one expected. Do you think he is right?
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