{"id":4002,"date":"2018-03-07T15:53:39","date_gmt":"2018-03-07T19:53:39","guid":{"rendered":"https:\/\/www.bu.edu\/questrom-magazine\/?page_id=4002"},"modified":"2018-04-25T10:36:23","modified_gmt":"2018-04-25T14:36:23","slug":"build-another-bookshelf","status":"publish","type":"page","link":"https:\/\/www.bu.edu\/questrom-magazine\/spring-2018\/build-another-bookshelf\/","title":{"rendered":"Build Another Bookshelf"},"content":{"rendered":"<p>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?<\/p>\n<p>\u201cThe absence of the ability to touch and control a digital object directly makes people feel like it\u2019s not really \u2018theirs,\u2019\u201d says <a href=\"https:\/\/www.bu.edu\/questrom\/profile\/carey-morewedge\/\">Carey Morewedge<\/a>, a professor of marketing. He recently studied attitudes about digital and physical purchases with <a href=\"https:\/\/www.unibas.ch\/en.html\">University of Basel<\/a> postdoctoral scholar Ozgun Atasoy (PhD\u201916). <a href=\"https:\/\/academic.oup.com\/jcr\/article-abstract\/44\/6\/1343\/4430295\">They found that<\/a>, in most cases, we won\u2019t pay nearly as much for a digital product as we will for its physical counterpart.<\/p>\n<p>In one test, they asked tourists on Boston\u2019s 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.<\/p>\n<p>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\u2019s iBooks.<\/p>\n<p>\u201cThese kinds of efforts should help people feel greater attachment, affection, and connection to digital products,\u201d he says.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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? \u201cThe absence of the ability to touch and control a digital object directly makes people feel like it\u2019s not [&hellip;]<\/p>\n","protected":false},"author":13452,"featured_media":0,"parent":3875,"menu_order":19,"comment_status":"closed","ping_status":"closed","template":"story.php","meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Build Another Bookshelf - Questrom Magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bu.edu\/questrom-magazine\/spring-2018\/build-another-bookshelf\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Build Another Bookshelf - Questrom Magazine\" \/>\n<meta property=\"og:description\" content=\"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? 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