Researchers from the University of New Hampshire, Singapore Management University, and the University at Buffalo have recently published a compelling new study in the Journal of Marketing, exploring how anatomical depictions in advertisements can enhance consumer confidence in a product’s performance and elevate perceived value. The study is forthcoming under the title “Anatomical Depiction: How Showing a Product’s Inner Structure Shapes Product Valuations” and is the work of Seo Yoon Kang, Junghan Kim, and Arun Lakshmanan.

Envision yourself browsing online and encountering two distinct images of noise-cancelling headphones. One image presents the headphones as they would typically appear in a retail box, while the other lays out the internal components such as ear pads, speakers, and batteries. This form of marketing, known as “anatomical depiction”, demystifies how products function and instils confidence that they will deliver on their core promises, thus potentially increasing what consumers are willing to pay.

This technique is not new; it harks back to the innovations of Leonardo da Vinci, a pioneer in illustrating the interiors of machines. Over the years, this method has found applications across various industries, including DIY furniture kits from companies like IKEA, car repair manuals from Haynes, and even the marketing of toys and consumer electronics from brands like LEGO and Meccano.

The recent study asserts that anatomical depiction not only reassures consumers of product quality in the face of increasing market scepticism caused by high-profile product failures but also addresses the escalating costs and inefficiencies of traditional assurance strategies like warranties and money-back guarantees. In today’s market, where conveying complex product information can often result in consumer confusion, anatomical depiction offers a clear and effective alternative.

The research team conducted nine experiments across various platforms, such as online peer-to-peer selling sites, social media ads, and controlled lab studies, exploring a range of products, including tech gadgets, wearables, home appliances, and furniture. These studies consistently demonstrated that anatomical depiction significantly influences consumer behaviour, particularly during the initial product adoption phase.

Seo Yoon Kang noted that anatomical depictions could be a potent tool for building consumer trust more efficiently. Meanwhile, Junghan Kim highlighted the dual nature of this approach. While it generally boosts purchase intentions among tech-savvy consumers, it can sometimes diminish confidence among those apprehensive about technology. Arun Lakshmanan advised that anatomical depictions are most effective for products marketed for functional benefits rather than aesthetic qualities.

The implications of this study are profound for business leaders and marketers. For example, Apple’s successful 2009 launch of the unibody Mac leveraged anatomical depiction to highlight its novel design and manufacturing process, setting it apart from competitors and underscoring its unique selling points through visual storytelling. This study posits that anatomical depiction is a subtle yet powerful persuasive technique that can be effectively utilised across various communication mediums, including digital, print, and multimedia campaigns.

Moreover, the research provides insights into consumer segmentation, suggesting that while specific demographics, mainly those more receptive to new technologies, are likely to respond positively to anatomical depictions, others more technology-anxious might require different approaches.

The broader implications of this research could lead to further studies on how anatomical depiction can be adapted for products that lack a clear internal structure, such as food items. For instance, the study speculates on the impact of anatomical depiction on perceived taste and food valuation, presenting a fertile ground for future research into consumer perception and marketing strategies.

More information: Seo Yoon Kang et al, Anatomical Depiction: How Showing a Product’s Inner Structure Shapes Product Valuations, Journal of Marketing . DOI: 10.1177/00222429241257911

Journal information: Journal of Marketing Provided by American Marketing Association