Mental simulation
Content that helps people imagine using a product can raise purchase intent.
Where it applies
Two of the eight page areas.
How to use it
Four ways to use it, and one to avoid.
- Use in-use photography and video.
- Offer 360 or AR views that let shoppers handle the product virtually.
- Write copy that describes the product in use.
- Prioritise these for unfamiliar, expensive or hard-to-judge products.
- Avoid: expecting gains from simply turning a product towards the right hand, an effect that failed a large replication.
What the research found
Virtual interaction raised purchase intentions. The product-orientation effect failed a large replication.
The product-orientation effect failed a large replication (r = 0.01, 823 people).
Schlosser found interacting with a virtual product evoked vivid imagery and raised purchase intentions. At a cosmetics retailer, AR use went with higher sales for less popular, pricier products and new customers. Elder and Krishna's product-orientation effect failed a large replication (r = 0.01, 823 people).
Key research
Four sources, each checked.
Last reviewed
Schlosser (2003) Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes versus Purchase Intentions J. Consumer Research Read the source Tan, Chandukala & Reddy (2022) Augmented Reality in Retail and Its Impact on Sales J. Marketing Read the source Elder & Krishna (2012) The "Visual Depiction Effect" in Advertising: Facilitating Embodied Mental Simulation through Product Orientation J. Consumer Research Read the source Motoki & Iseki (2022)Replication Evaluating replicability of ten influential research on sensory marketing Frontiers in Communication Read the source
Before you use it · UK law
Images, 360 and AR views must represent the product accurately. Vivid simulation lowered purchase intent for products people find unappealing.
This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.