Research shows that demonstrating a product step by step raises purchase intent. Here is why a roadshow is the right setting for it.
Contents
Product demonstrations are a key marketing tool, but not every demo works equally well. What matters is how the product is shown. A study by Ringler et al. (2023) gives a clear answer: when a product is demonstrated step by step, prospects' intention to buy rises markedly.
Why the process matters
The study distinguishes between two kinds of demonstration:
- Process-focused demonstrations show the whole sequence of using the product.
- Outcome-focused demonstrations show only the finished result.
According to the researchers, process-focused demos encourage a state known as cognitive flow: viewers are fully absorbed, with their attention entirely on the product. This state makes narrative transportation more likely, meaning that people mentally step into the story around the product. Together, the two raise purchase intent measurably.
What happens when the process is missing
If you only show the end result, such as a perfect hairstyle or a fully furnished room, you lose potential buyers. Without the steps that lead there, the result stays abstract. When the process is visible, viewers follow along and think: if I take these steps, I can get this result. That is where the expectation of being able to do it themselves comes from, and with it a concrete intention to buy.
Why roadshows provide the right conditions
Roadshows offer a calm, focused setting for one-to-one demonstrations. That is an advantage over trade fairs or busy sales floors. Ringler et al. (2023) show that the presence of other customers can weaken the effect considerably. As soon as other people are visible, or their presence can be felt, prospects are less likely to get into a state of cognitive flow. In the researchers' words:
"Participants that viewed the process demonstration individually… were more likely to purchase the bundle of products than when they viewed the demonstration in the group condition."
Credibility as a reason to buy
A further advantage of live, process-focused demos is their credibility. The product is shown realistically, with every step, every movement and the questions that come up along the way. The research calls this verisimilitude: the process looks real and believable. That builds trust in the product and makes it easier to picture using it in everyday life.
Conclusion
If you want your roadshow to lead to purchase decisions rather than just attention, focus on process-focused demonstrations. A perfect end result on its own is not enough. As Ringler et al. (2023, p. 6) put it:
"For product demonstrations to be more successful, they must tell a step-by-step story and not just provide the desired outcome achieved after using the demonstrated product."
Source: Ringler, C., Sirianni, N. J., Peck, J. & Gustafsson, A. (2023): Does your demonstration tell the whole story? How a process mindset and social presence impact the effectiveness of product demonstrations. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-023-00934-6
