BOSTON—  A Communicator’s Guide to the Neuroscience of Touch unites neuroscience and branding . Sappi’s  book, explores why touch is such a crucial part of the sensory experience and how it influences emotion and decision making, establishing this sense as critical to any brand experience. Studies have shown that even the simple act of touching objects, like catalogs, brochures and direct mail, can trigger the endowment effect, subconsciously increasing the perceived value of the brand and its products in the eyes of customers.  Studies have found that communication through physical media, particularly paper, is more likely to lead to knowledge than communication via digital media. The Eagleman Lab took these findings further, discovering that even paper quality makes a difference. In this case, participants were more likely to recall information printed on heavy, high-quality paper than on low-quality paper. First impressions are everything, and touch can help ensure that impression is a good one.