TY - JOUR
T1 - Does your demonstration tell the whole story? How a process mindset and social presence impact the effectiveness of product demonstrations
AU - Ringler, Christine
AU - Sirianni, Nancy
AU - Peck, Joann
AU - Gustafsson, Anders
PY - 2023/7/1
Y1 - 2023/7/1
N2 - Product demonstrations are powerful promotional tools which can vary in how they present information, either illustrating step-by-step processes, or showcasing final outcomes customers may achieve after product usage. Our research investigates customers’ cognitive and social experiences while viewing product demonstrations to reveal which type is most effective in driving purchase intentions. Drawing on theories of mental simulation, cognitive flow, and narrative transportation, we propose that when a customer views a demonstration with a process (versus outcome) focus, this encourages a cognitive flow state which facilitates customers’ absorption into the product story, and results in increased purchase intentions for the demonstrated product(s). Effects are attenuated when the customer experiences the social presence of other audience members. We find support for our proposed process across five studies using multiple product categories and presentation modalities and offer practical guidance to help marketers optimize product demonstrations to motivate purchasing in a constantly evolving, increasingly digital marketplace.
AB - Product demonstrations are powerful promotional tools which can vary in how they present information, either illustrating step-by-step processes, or showcasing final outcomes customers may achieve after product usage. Our research investigates customers’ cognitive and social experiences while viewing product demonstrations to reveal which type is most effective in driving purchase intentions. Drawing on theories of mental simulation, cognitive flow, and narrative transportation, we propose that when a customer views a demonstration with a process (versus outcome) focus, this encourages a cognitive flow state which facilitates customers’ absorption into the product story, and results in increased purchase intentions for the demonstrated product(s). Effects are attenuated when the customer experiences the social presence of other audience members. We find support for our proposed process across five studies using multiple product categories and presentation modalities and offer practical guidance to help marketers optimize product demonstrations to motivate purchasing in a constantly evolving, increasingly digital marketplace.
KW - Cognitive flow
KW - Digital demonstration
KW - Mental simulation
KW - Narrative transportation
KW - Product demonstration
KW - Purchase intentions
UR - http://www.scopus.com/inward/record.url?scp=85152414896&partnerID=8YFLogxK
U2 - 10.1007/s11747-023-00934-6
DO - 10.1007/s11747-023-00934-6
M3 - Article
SN - 0092-0703
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
ER -