Can you feel it? Tactile product descriptions, psychological ownership, and purchase intention in online fashion retailing

This research examines how tactile product descriptions shape consumer responses in online fashion retailing. Across four experiments, we show that language evoking the feel and texture of products increases purchase intention by stimulating haptic imagery and fostering psychological ownership. When consumers can vividly imagine how a product would feel in their hands or against their skin, they begin to experience a sense of possession before purchase, making the product feel psychologically “theirs.” This heightened sense of ownership, in turn, increases purchase intention. We further demonstrate that these effects are especially pronounced in gift-giving contexts, where consumers may fear failing to meet recipients’ expectations. In such situations, tactile descriptions help consumers form a stronger personal connection to the product, thereby amplifying their positive impact on purchase intentions.