Interesting Results
Virtual Product Experiences
Technology such as interactive Web sites and virtual worlds make it increasingly possible to emulate use of a product virtually before purchase. Recently published research suggests that this type of experience has different effects on memory than less vivid forms of product exposure, such as looking at static images in print ads or non-interactive Web sites. The results suggest that compared to exposure to static images, virtual product experiences involving object interaction improves memory associations. This means that people remember more attributes and features after having a virtual product experience. Unfortunately however, the results also show that virtual product experiences also lead to more false positive associations compared to viewing static images. This means that people who have had a virtual product experience are more likely to incorrectly “remember” the product as having attributes or features that it doesn’t actually have, which could lead to dissatisfaction after purchase (once they realize the product does not actually have the attribute or feature they thought it did).