Cyber Monday and the Damage Your iPad Can Do (Fast Company)



On this Cyber Monday, it seems most appropriate to pass along this cautionary tale: Shopping on an iPad will make it much harder to exercise restraint compared to shopping on a computer. Known as the “endowment effect,” shoppers tend to increase the value of an object as soon as they buy it. The endowment effect can be so powerful, even just touching the object will create the illusion of ownership. Researchers Adam Brasel and James Gips at Boston College looked into how using a touchscreen tablet like an iPad affects shoppers and sure enough, they found “pressing a finger against a digital image on a fake website in a laboratory — that’s all it took to make people feel like they owned an item, and to value it more as a result.” Read the article.

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