Build Another Bookshelf

Why we love physical objects more than digital goods

You can save an entire collection of novels, movies, songs, and photos on a hard drive smaller than a single book; so, why do many of us still clutter our homes with DVDs, books, and records?

“The absence of the ability to touch and control a digital object directly makes people feel like it’s not really ‘theirs,’” says Carey Morewedge, a professor of marketing. He recently studied attitudes about digital and physical purchases with University of Basel postdoctoral scholar Ozgun Atasoy (PhD’16). They found that, in most cases, we won’t pay nearly as much for a digital product as we will for its physical counterpart.

In one test, they asked tourists on Boston’s Freedom Trail to decide the price for a souvenir photo of them standing with an actor dressed as Paul Revere; the sightseers paid a median of $3 for a relatively low-quality Polaroid, and just $1 for a high-resolution digital photograph. People did similar digital discounting when presented with options to buy popular books and movies.

The findings have powerful implications for companies seeking to boost the value of their digital products. According to Morewedge, one tactic is to give consumers the chance to develop a sense of ownership over digital goods. For example, create cues that suggest real-world counterparts, like the faux wooden bookshelf in Apple’s iBooks.

“These kinds of efforts should help people feel greater attachment, affection, and connection to digital products,” he says.