There is a report recently that contains an interesting investigation.The report points out that when selling online, if virtual touches such as human hands touching the product appear on the product display, it will more arouse consumers' curiosity and purchasing desire than if the product appears alone.
Behavioral economists have previously shown that if people own items, they value them more, a concept known asThe "endowment effect". Based on this concept, marketers have found that even if consumers only touch a certain product in the store, they will still generate ideas they want to own.
Therefore, based on this psychological concept, researchers investigated the effects ofAbout 4535 posts from four companies on Instagram. Among these posts, 43% use their hands to showcase products, such as grabbing Starbucks' latte against the backdrop of Autumn Leaves, or opening the latest Samsung smartphone with their hands.And these posts with body or hand touch products receive about more likes than pictures without virtual touch65%.
In order to obtain more accurate results, researchers also recruited144 students were asked to wear headphones and conduct scene simulation experiments.
These students are taken to a simulated sportswear store where they can360 degree view of the virtual store. Afterwards, a red T-shirt appears on a shelf in the scene. One third of the students can see virtual hands touching the T-shirt, while one third only see the cursor appearing on the T-shirt.
After the simulation scenario test, the researchers asked the students if they were willing toHow much does a T-shirt cost, with a maximum limit of $30.The average cost that students who see their hands touching their shirts are willing to pay is higher than those who do not see their hands touching their shirts33%.
After various tests, researchers have found that when peopleWhen they touch the product, they are more willing to pay for it, even if this "hand" is just a cartoon hand that has always been blue.
So many times when shopping at the store, the salesperson encourages customers to touch the products.With the increasing proportion of online shopping, many businesses are also trying their best to replicate the sensory experience of touching products in their stores, such as formulating relaxed return policies to provide consumers with a pre purchase trial experience.Research has found that businesses offering similar services also have higher sales than other businesses.
Many companies and merchants also put effort into product images, such as adding hand molds during filming, to give consumers a sense of confidenceThe psychology of 'agency satisfaction'. Researchers say that when consumers see such images, they create the illusion that the virtual hand is their own, which increases their psychological sense of belonging to the product and thus increases product sales.