The effervescence occurred outside the body, before the bubbles were swallowed. Researchers at University of Texas Rio Grande Valley, Université Laval, and University of Massachusetts find sensations experienced on or in the body also can convince the consumer of product effectiveness. In analyzing results from a survey project, they concluded that fizzing, tingling, cooling, or heating sensations during usage improve product ratings.
In one of their studies, participants read an ad which stated, “Introducing HerbLife Balm. Our yellow balm is made from herbs such as turmeric and prai. To use the product, rub and massage a small amount on the affected area. This balm improves your physical performance.” The participants were then instructed to apply the balm to their arm. For some of the participants, the balm had been formulated to produce a tingling sensation shortly after application. For the other participants, the balm formulation was identical except that the ingredient producing tingling was omitted.
Those participants experiencing the tingles were more likely to accept an offer to actually purchase the product at the conclusion of the session.
Another in the set of studies found that people using a tingle-producing gel claiming to improve physical performance actually did improve their dumbbell lifting performance to a greater extent than an equivalent group of people using the same gel lacking the sensation-producing ingredient. The researchers’ explanation is that the sensory signaling generated a perception that the gel was transferring benefits to the body, which in itself energized the body to perform better. It’s of note that the gel used in this study contained no ingredients which had been shown to independently improve physical performance.
The implications of these results apply most clearly to what consumer researchers call credence products. These are items where the evidence of effectiveness is not obviously clear to the user. A hammer is not a credence product. Pain-relieving balms, performance-enhancing gels, antacids, vitamin supplements, vaccines, and the like are credence products. Manufacturers could benefit by adding to their credence products an ingredient which generates a stimulating sensation. Marketers could benefit by featuring sensation-producing credence products.
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Talk to Multiple Senses with New Products
Image at top of post based on photo by Pixabay from Pexels
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