Research Design Connections: How Material Objects Matter
Sharfenberger and associates evaluated the psychological implications of nearby material objects. They determined that “being physically close to objects helps consumers to feel psychologically close to the more abstract meaning of these objects. Four experimental studies . . . indicate that being proximal to an object reduces the psychological distance to the object’s meaning and enhances the benefits that consumers associate with the object. . . . material objects may . . . act as triggers for future consumption episodes. For example, wearing a festival entrance bracelet may not only allow consumers to connect to a self-defining meaning, but also fuel the desire to re-experience that meaning by visiting the festival again. . . . experiences such as vacations or music festivals may constitute important self-relevant meanings, they are also ephemeral. Material objects that can be held or carried (e.g., souvenirs, shirts, and bracelets) allow consumers to hold onto these …
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