In «Touch and Go: Merely Grasping a Product Facilitates Brand Perception and Choice,» published in Applied Cognitive Psychology, they conduct a series
of experiments and show that blindfolded people induced to grasp familiar products (a bottle
of Coke, for example) under the
guise of a weight judgement task are then quicker in recognizing the brand
name of the product when it slowly appears on a
screen, include more frequently the product in a list
of brands
of the same category, and choose more often that product among others as a reward for having participated in the experiment.