In a new paper by Ann Schlosser, a business professor at the University of Washington that will be published this month in the Journal of Consumer Research, she uncovers an interesting corellation between experiential knowlege (in this case virtual) and increased suggestibility.

You can download the paper as a PDF document here.

In the study, Schlosser compares groups viewed websites about a digital camera. One group read a static webpage which contained a fact sheet. The other group used a dynamic webpage which included the same information as well as a virtual simulation which allow the user to simulate using the camera.

Then, both groups were given a true false quiz about features the camera possessed. The quiz included several features which the camera could conceivably possess but did not.

Those who viewed the interactive site were much more likely to believe the camera possessed the false features suggested by the test.

Those of us who find the need to to convince others of things which do not yet exist (like competence, confidence or happiness, perhaps? may find this to be suggestive of new strategies, methinks.

And when we're the one being persuaded, a bit of time spent with a spec sheet or a features list, apart from 'hands-on' use, might be wise to help us to make sure that we *know* what the thing in question is or does apart from our impression of what it seems to be or do...

Be Well,

Michael Perez