Visualize Beyond Three Claims

As a rule, when a shopper perceives that a salesperson has persuasive intent, the optimal number of product claims by the salesperson is three. Up to three, the chance of convincing the shopper increases. Beyond three, the sales pitch quickly becomes less persuasive as consumer skepticism grows.
     Studies at Shanghai Jiaotong University, Purdue University, and University of Kentucky show how this “charm of three” also applies to benefits claims in ads. The researchers then identify a way to overcome the limitation to three benefits claims: Have the shopper imagine using the product. The mental imagery transports the shopper’s thoughts into a story, and this eases the skepticism.
     In the studies, the instruction used to encourage mental imagery was, “We do request that you utilize the power of your imagination. Let your imagination fly, and imagine you are using this product.” Study participants not asked to engage in mental imagery were instead told, “We do request that you be careful and well-reasoned…. Try to make a logical assessment of the product.”
     Along with this, the study participants were shown an advertising leaflet containing a photo of the item—a bottle of essential oil—and either one, three, or five benefits claims, and then were asked their degree of agreement with two questions: “The essential oil seems to be a better product than the current options in the marketplace,” and “This essential oil seems worth trying.”
     The “charm of three” effect would cause those people presented three claims to rate the product more favorably than would those presented either one or five claims. And this is what happened with the group of study participants encouraged to “make a logical assessment.” But for the group encouraged to “let your imagination fly,” the item favorability rating was higher with three claims than with one and higher with five claims than with three.
     Mental images of using an item—what consumer researchers call consumption visions—increase purchase likelihood. The current research indicates one way consumption visions do this is by allowing you to present a greater number of benefits without arousing skepticism. Researchers at National Chengchi University in Taiwan find that ads are more likely to produce consumption visions if they are for hedonic, pleasure-giving, products, such as shampoo, than for routine utilitarian products, such as dental floss. These researchers also suggest using vivid text in your product descriptions to stimulate the senses.

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