Is your tablet causing trouble? Shopping on an iPad may make you spend more, according to a new study from Boston College.
People who used a touchscreen device to browse for products felt a greater sense of ownership for the goods--and thus, were more inclined to click "add to cart"--than those who shopped using a traditional mouse or laptop touchpad.
How come? Touchscreens can make consumers feel like they already own the product, because they physically explore it with their fingers. This effect increases in goods like sweaters, for which touch plays an important role in the buying process. That connection is what makes you more likely to buy.
One caveat: Touchscreens don't generate desire where none actually existed, says study coauthor Steven Adam Brasel, PhD. However, it can amplify that need through feelings of ownership. "Once we feel like we own something, it's going to be much harder to go ‘Nah, I don't really ne ed that right now,' " Brasel adds.
To dodge the effect, avoid websites with "one-click shopping" and stick to sites where you must initiate the checkout process, Brasel says.
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