When consumers participating in the study reached out and touched
an image on a touchscreen, the experience nearly rivaled their
feelings of touching merchandise in a brick-and-mortar store,
according to the measure of satisfaction used in the study.
“It’s kind of surprising how strong the effect is,” said S. Adam
Brasel, a Boston College business professor and lead author of the
study. “And we’re not necessarily aware it’s taking place.”
This seems like a big deal.