Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Study shows virtual demonstrations lead consumers to make real purchases

03.09.2003


Seeing really is believing

"Virtual product demonstrations that allow individuals to interact with merchandise create more vivid mental images of the consumer using the products, thereby increasing the likelihood they’ll purchase the item," said Ann Schlosser, UW Business School assistant professor of marketing.

"We’ve found that the more easily individuals can envision themselves using a product, the more likely they are to buy it."



Schlosser studied how consumers’ buying intentions are influenced and affected by their participation in virtual-reality product demonstrations. She found that when users could manipulate products in the virtual world, their likelihood of making a purchase was much higher than when they received this information in a read-only, video or storyboard format.

In her study, participants were asked to spend time at a major manufacturer’s Web site to learn about digital cameras. For those visiting the site with an interactive product demonstration, they could test camera features by pressing the buttons on the camera with their mouse, allowing them to take pictures, preview them, and either save or delete them. According to Schlosser, this simulated virtual interactive product experience increased consumers’ purchase intentions considerably over traditional, non-interactive advertising.

The primary reasons people use the Internet, said Schlosser, are to find useful information and to browse for entertainment. Such motivations have been characterized as ’searching’ versus ’browsing.’ The goal of the research was to examine how individuals process information presented through virtual interactions with a product (object interactivity), and the impact that this has on their buying intentions if they are looking for an aesthetic experience (browsers) or are seeking specific information (searchers).

Schlosser examined how object interactivity affects consumers’ buying intentions even when the user’s goal is merely to browse or search for product information.

Across all experiments performed, object interactivity led to higher buying intentions than when the same information was delivered passively. This finding occurred regardless of whether subjects were searching or merely browsing, or whether they found the site aesthetically appealing.

"Although browsers had more favorable product attitudes after visiting the object-interactive site than searchers did, individuals’ goals for visiting the Web site had no effect on their purchase intentions. After visiting the object-interactive Web site, both browsers and searchers reported that they could clearly envision themselves using the product, which was a significant driver in determining if they intended to buy the product."

Schlosser’s study, "Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes Versus Purchase Intentions," will be published in the September issue of Journal of Consumer Research.



For more information, contact Schlosser at (206) 685-7497 or aschloss@u.washington.edu.

Nancy Gardner | EurekAlert!
Further information:
http://www.washington.edu/

More articles from Communications Media:

nachricht New Technologies for A/V Analysis and Search
13.04.2017 | Fraunhofer-Institut für Digitale Medientechnologie IDMT

nachricht On patrol in social networks
25.01.2017 | Fraunhofer-Institut für Arbeitswirtschaft und Organisation IAO

All articles from Communications Media >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: The fastest light-driven current source

Controlling electronic current is essential to modern electronics, as data and signals are transferred by streams of electrons which are controlled at high speed. Demands on transmission speeds are also increasing as technology develops. Scientists from the Chair of Laser Physics and the Chair of Applied Physics at Friedrich-Alexander-Universität Erlangen-Nürnberg (FAU) have succeeded in switching on a current with a desired direction in graphene using a single laser pulse within a femtosecond ¬¬ – a femtosecond corresponds to the millionth part of a billionth of a second. This is more than a thousand times faster compared to the most efficient transistors today.

Graphene is up to the job

Im Focus: LaserTAB: More efficient and precise contacts thanks to human-robot collaboration

At the productronica trade fair in Munich this November, the Fraunhofer Institute for Laser Technology ILT will be presenting Laser-Based Tape-Automated Bonding, LaserTAB for short. The experts from Aachen will be demonstrating how new battery cells and power electronics can be micro-welded more efficiently and precisely than ever before thanks to new optics and robot support.

Fraunhofer ILT from Aachen relies on a clever combination of robotics and a laser scanner with new optics as well as process monitoring, which it has developed...

Im Focus: The pyrenoid is a carbon-fixing liquid droplet

Plants and algae use the enzyme Rubisco to fix carbon dioxide, removing it from the atmosphere and converting it into biomass. Algae have figured out a way to increase the efficiency of carbon fixation. They gather most of their Rubisco into a ball-shaped microcompartment called the pyrenoid, which they flood with a high local concentration of carbon dioxide. A team of scientists at Princeton University, the Carnegie Institution for Science, Stanford University and the Max Plank Institute of Biochemistry have unravelled the mysteries of how the pyrenoid is assembled. These insights can help to engineer crops that remove more carbon dioxide from the atmosphere while producing more food.

A warming planet

Im Focus: Highly precise wiring in the Cerebral Cortex

Our brains house extremely complex neuronal circuits, whose detailed structures are still largely unknown. This is especially true for the so-called cerebral cortex of mammals, where among other things vision, thoughts or spatial orientation are being computed. Here the rules by which nerve cells are connected to each other are only partly understood. A team of scientists around Moritz Helmstaedter at the Frankfiurt Max Planck Institute for Brain Research and Helene Schmidt (Humboldt University in Berlin) have now discovered a surprisingly precise nerve cell connectivity pattern in the part of the cerebral cortex that is responsible for orienting the individual animal or human in space.

The researchers report online in Nature (Schmidt et al., 2017. Axonal synapse sorting in medial entorhinal cortex, DOI: 10.1038/nature24005) that synapses in...

Im Focus: Tiny lasers from a gallery of whispers

New technique promises tunable laser devices

Whispering gallery mode (WGM) resonators are used to make tiny micro-lasers, sensors, switches, routers and other devices. These tiny structures rely on a...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

“Lasers in Composites Symposium” in Aachen – from Science to Application

19.09.2017 | Event News

I-ESA 2018 – Call for Papers

12.09.2017 | Event News

EMBO at Basel Life, a new conference on current and emerging life science research

06.09.2017 | Event News

 
Latest News

Bacterial Nanosized Speargun Works Like a Power Drill

26.09.2017 | Life Sciences

The fastest light-driven current source

26.09.2017 | Physics and Astronomy

Beer can lift your spirits

26.09.2017 | Life Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>