The Effect of Movement on Real Bodies, Virtual Selves, and Product Evaluation

This paper investigates the effects of body movement and the ability to virtually interact with body-involving products (e.g., apparel) on online shoppers’ evaluation of such products, confidence in their evaluation, and subsequent purchase decisions. We conducted a series of experiments using online tools that allow consumers to create a virtual model of themselves and virtually “try on” clothing before making purchase decisions. These studies find that interactive online tools and actual body movement significantly influence the online evaluation of body-involving products. Individual differences in body esteem and preference for visual style of processing also influenced evaluation of the virtual model.

Citation:

Alan J. Malter, José Antonio Rosa, and Ellen C. Garbarino (2006) ,"The Effect of Movement on Real Bodies, Virtual Selves, and Product Evaluation", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 117-118.