Dr. Tibert Verhagen presented research on new online product presentation technologies and their ability to create a sense of local presence and tangibility. Three studies examined how virtual mirrors and other interactive formats influenced rational and impulse buying behaviors. The results showed that more vivid and interactive formats generated feelings of product tangibility and local presence, bridging the gap between online and offline experiences. This stimulated both rational consideration and impulse buying of products. Specifically, the virtual mirror was found to be effective at translating the in-store mirror experience online. The research implications and potential logistical role of virtual mirrors were discussed.

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Virtual mirrors and
the power of tangibility
Dr. Tibert Verhagen
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• Introduction
• New product presentation technologies
• The research: three studies
Overview presentation

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Online shopping
• Buying on distance
– Convenient
– Large assortment
– Much information
– Efficiënt
• But also:
– Limited sensory experience
– Touch and scent are lacking
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Online product presentations

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Vividness and interactivity
• Vividness: “the representational richness of a mediated environment as
defined by its formal features; i.e., the way in which an environment
presents information to the senses” (Steuer 1992, p. 81)
• Interactivity: “the extent to which users can participate in modifying the
form or content of a mediated environment in real time” (Steuer 1992, p.
84).
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Evolution product presentation technology
(Verhagen, 2016)
vividness
interactivity
high
high
low
low
picture
AR app
360 spin
video
Zoom in
Virtual mirror

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Overall research objectives
• Can you create local/physical presence by making use of emerging
online product presentation technology?
• Does this lead to a situation where products are perceived as more
tangible and likable, leading to more rational and impulsive purchases?
• Focus: (new) local presence & tangibility
• Three online product presentation formats
• Three studies
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Three formats
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Research model
(Verhagen et al., 2014)

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Local presence scores
(Verhagen et al., 2014)
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The results
(Verhagen et al., 2014)

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Product tangibility
Three types (Laroche et al., 2001, 2003, 2005):
• Mental tangibility: the ease with which a customer can mentally
comprehend a product and can have clear mental representation of it.
• Physical tangibility: the extent to which a product has a physical presence
and is accessible to the senses.
• Specificity: the customer’s ability to precisely define or describe
identifiable characteristics, features, or outcomes of a product.
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(Verhagen et al., 2016)
Research model

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(Verhagen et al., 2016)
Results (1/2)
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(Verhagen et al., 2016)
Results (2/2)

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“HOT” “COLD”
Cognitive
Rational
Intended
Considered
How about impulse buying?
Emotions
Quick & Dirty
Unintended
Associative
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Impulse buying
• “ Impulse buying occurs when people experience an urge to buy a
product, without a thoughtful consideration why and for what
reason one needs the product” (Verhagen & Van dolen, 2011).
• Short, spontaneous, on the spot decision-making process.
• Dominated by affective rather than cognitive processes.
• Driven by emotions (both positive and negative).
• Key variable: urge to buy.
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Research model

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Results
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Wrap up & discussion
• New online product presentation technology becomes more
interactive and vivid.
• As such, it:
– generates tangibility and local presence.
– bridges the gap between online and offline worlds.
– And, most important, stimulates both rational and impulse buying.
• Key example: the virtual mirror.
• Discussion: logistics & offline settings.

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Logistics: Role virtual mirror?
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Thank you for your attention!
Dr. Tibert Verhagen
Associate professor E-business
t.verhagen@hva.nl
@TibertVerhagen
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Appendix: Measurement scales