Neuromarketing Workshop

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Sylvain Senecal

Atelier neuromarketing/neuroscience des consommateurs pour les gadués du EMBA HEC Montreal/McGill.

Marketing

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Lack of direct experiential information is one of the elements explaining why only a small portion of apparel sales are performed online. In order to alleviate this problem, several forms of virtual experiences are provided to assist consumer in evaluating apparel online, especially using Image Interactivity Technologies (IIT). This paper focuses on one of these IIT: the “Virtual Try-On”(VTO) - and analyzes whether and by which process using a virtual 3D model to try on clothes influences cognitive, affective and conative responses toward the retail website. By comparing personalized VTO to non-personalized VTO and Mix-and-Match technology in a laboratory controlled environment, our results show that VTO does not lead to higher influence on consumer responses per se. We underline the utmost importance of model self-congruity and body-esteem to increase the impact of VTO on these responses. Theoretical and managerial implications are discussed.

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