How we change what others think, feel, believe and do

Touching principle

Principles > Touching principle

Touch it--Want it | How it works | So what

Once upon a time, shops kept all their valuable produce behind the counter. If you wanted buy something or even look at it, then you had to ask for it. Then one day, someone realized that if you put things out on display where people can touch them, they sold a whole load more.

Touch it--want it

Sure, there is some element of convenience: if I want something and it's easier to pick up myself than to go ask for it, then I'm more likely to buy. But what about those impulse purchases? Many, many retail sales today are to people who didn't plan on going out to buy anything in particular. It's just that they saw something, picked it up to look at it, and somehow ended up buying it.

Touching something makes people want it. "Touch it--want it" is the very simple pattern. So persuade them by giving them every opportunity to touch. You can even let them touch intangibles such as holidays and craft lessons by create representations such as brochures and models.

How it works

When we touch something, it somehow becomes more attractive. So what is going on?

Sensory extension

Touching something is a sensory experience. It brings it directly into our sphere of feeling. The tactile sense adds significantly to the visual stimulus we get from just looking at is. In particular, if that tactile experience is pleasant, it will make us feel good 

For example, stroking a cat or other pet feels good. Possibly because of genetic programming and possibly because it invokes baby memories of soft cribs and stroking mothers. No matter how, stroking works well. Hospitals have been know to deliberately use stroking animals to calm distressed patients and even to speed recovery from many other illnesses.

Identity extension

More subtle is the method by which we create our sense of identity,  which is a deep, deep need. Touching something somehow makes it a part of us. Our identity extends to wrap around it and make it somehow a part of our own domain.

This is why little children will pick up something and walk off with it and then wail loudly when you try to take it off them. Although we learn not to steal (well, most of us, anyway), that sense stays with us as adults. 

The principles and laws of property are precious to us because someone taking what is ours is not just about losing money--it is an attack on our very selves.

So what

Give them something to touch, preferably the thing you want them to buy, or else a representation of the thing about which you are persuading.

Make it pleasant to the touch. For brochures, use good quality glossy paper. Make physical things smooth and comfortable to hold.

Touch it yourself. Model the behavior in which you want them to indulge.

Let them hold it. Then take if off them (so they get a little distressed at not having it). Give it back to them. Repeat this a few times.

See also

Theories about meaning

Theories about how we think about ourselves