Time reports on a new way of saving money that I hadn’t considered – not touching the goods you are considering buying.

Sounds odd, but the a synopsis of a Journal of Consumer Research study suggests that when people have the tactile experience of touching an item, they want it more and will want to buy it. Think of how Best Buy and other places are set up. You can try the products, play with them, test them. The more you play with something the more you want it.

When you are shopping, remember what your mother told you look, but don’t touch. Maybe mom was on to something.