We’ve all heard that sex sells in advertising. But it turns out that the body part that really gets consumers to convert is a hand.
Researchers believe the secret to unboxing videos’ success may lie in triggering viewers’ “mirror neurons,” which make them feel as if the objects and hands are their own. Images, GIFs, and VR were used to demonstrate that vicarious touch affects consumers’ feelings of ownership and product valuation since it results in a felt sense of body ownership of the virtual hand.
The Vicarious Haptic Effect
This phenomenon is termed the “vicarious haptic effect” and researchers claim the effect makes viewers value a product more “psychologically and monetarily”, New Neuro Marketing reports.
However, results indicate that it is not enough to show a hand in an advertisement; the hand must be touching a product.
Furthermore, the interaction must be appropriate to the object being handled, which the study refers to as, “diagnosticity.”
For example, if your brand sells yoga pants you may want to stretch the fabric with your hands to show its elasticity or strength.
Consumers Affected by VR
Study results also suggest that the vicarious haptic effect is strongest in people who are highly stimulated by immersive VR experiences.
Data found that brands that portrayed hands in physical contact with a product increased engagement on Instagram posts and that those who viewed vicarious touch were also willing to pay more for the product.
