October 1, 2026
The Boston Globe recently published an article by Carey Morewedge, Department Chair and Professor of Marketing, exploring why consumers continue to visit pick-your-own orchards despite the convenience of buying fruit at the supermarket.
Morewedge explains that consumers are not simply paying for apples—they are “buying friction.” The effort and hands-on experience of picking fruit can create a stronger sense of connection and ownership.
Drawing on his research, Morewedge notes, “Control, choice, and effort make things feel more MINE, so we cherish the fruits of our labor.”
The piece highlights Morewedge’s research on psychological ownership and consumer behavior, illustrating how effort and participation can increase the perceived value of an experience and create stronger emotional attachment to the things we buy.
