Researchers at University of Alberta, University of British Columbia, and Arizona State University verify what most of us would have predicted: Customers have less interest in an item on a rack or shelf when they're thinking about who else has touched it. They feel disgusted at the idea the product could have been contaminated by other shoppers.
Although that finding isn't really unexpected, the researchers did discover a few details about what causes and doesn't cause the disgust: First, the closer a customer is standing to the item when it's being handled and the more people seen handling it, the more likely it is that the customer will reject the item. However, if a fair amount of time has passed since the customer sees the item was touched, the customer no longer rejects the item. Second, the disgust is worse if there is evidence of product damage, but the disgust develops even if there is no visible evidence the product has been damaged.
Based on all this, here are a few ideas for maintaining the selling advantages of the touching while avoiding the sales-disruptive effects:
- Adjacent to, but separate from, shelving and racks that hold the items to be purchased, have sample items that can be handled by the customer.
- Have staff frequently refold, repackage, and re-shelve in order to remove cues of product contamination.
- Space out items on racks and shelves rather than have them tightly stocked. Research finds this reduces fears of contamination.
- Avoid showing pictures of people handling the product, since research finds that can be a cue which sets off disgust.
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