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Does your demonstration tell the whole story? How a process mindset and social presence impact the effectiveness of product demonstrations

Author

Listed:
  • Christine Ringler

    (University of Alabama)

  • Nancy J. Sirianni

    (Texas State University)

  • Joann Peck

    (University of Wisconsin-Madison)

  • Anders Gustafsson

    (Norwegian Business School (BI)
    Alliance Manchester Business School)

Abstract

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.

Suggested Citation

  • Christine Ringler & Nancy J. Sirianni & Joann Peck & Anders Gustafsson, 2024. "Does your demonstration tell the whole story? How a process mindset and social presence impact the effectiveness of product demonstrations," Journal of the Academy of Marketing Science, Springer, vol. 52(2), pages 512-530, March.
    • Handle: RePEc:spr:joamsc:v:52:y:2024:i:2:d:10.1007_s11747-023-00934-6
    DOI: 10.1007/s11747-023-00934-6
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    References listed on IDEAS

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    1. Jiang, Jiani & Huhmann, Bruce A. & Liu, Shiang, 2025. "Brand influences on the relationship between livestream seller commissions and sales," Journal of Business Research, Elsevier, vol. 196(C).

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