The study highlights the complexity of consumer decision-making processes within livestream shopping environments by acknowledging the multi-dimensional nature of sensory stimuli. It is well established in consumer psychology that purchasing decisions are often driven by emotions elicited from multisensory input, including visual, auditory, tactile, olfactory, and gustatory cues. Livestream shopping typically leverages visual aesthetics, charismatic hosts, and real-time interactions to create a compelling sensory appeal. However, the researchers point out that additional sensory factors such as smell and touch, often overlooked in digital retail, could further enrich customer engagement if integrated effectively into these platforms.

Visual aesthetics remain a critical factor in crafting consumer perceptions and trust during livestream interactions. The study underscores that the presentation of products through high-definition video, combined with appealing host personalities and dynamic content, significantly amplifies emotional resonance and the intention to purchase. Yet, the potential of other sensory modalities—such as olfactory signals and tactile feedback—remains largely untapped in current livestream frameworks. Scholars have suggested that incorporating technology capable of simulating touch or fragrance could elevate the online shopping experience, bridging part of the gap that exists between physical and digital retail.

The authors propose that future research should focus on understanding the role of multisensory perception in guiding consumer decisions related to sustainable products. Given the mounting global emphasis on environmental consciousness, sustainable product markets are evolving rapidly, and understanding how sensory experiences influence the purchase of green products could shape future digital retail innovations. Livestream platforms that can effectively engage multiple senses may have the power to promote eco-friendly consumption by enhancing consumers’ emotional connection to sustainable products, potentially fostering more deliberate and responsible purchasing behaviors.

Another exciting frontier identified in the study is the integration of virtual reality (VR) technology with livestream shopping. VR offers an unparalleled immersive and interactive dimension that could transform how consumers explore, try, and decide on products remotely. The authors note that the combined effect of real-time interaction in livestreaming and immersive VR environments could redefine customer engagement, making the digital marketplace more experiential, personalized, and emotionally engaging. This convergence of technologies invites a deeper investigation into how sensory immersion and social interaction interplay to influence purchasing intentions.

The research also draws attention to consumer behavioral tendencies such as impulsive purchases during livestream shopping sessions. The immediacy and social pressure inherent in livestream commerce can provoke impulsive decisions, which pose potential risks like post-purchase regret and increased product returns or exchanges. Understanding the psychological triggers that lead to impulsive buying in these contexts is vital for developing strategies that protect consumers and reduce financial and emotional risks. Future studies could focus on dissecting the relationship between impulsivity, product returns, and customer satisfaction to promote healthier shopping habits.

Livestream shopping also entails a dynamic interaction pattern where consumers continuously decide whether to continue watching a livestream or exit the platform. The authors emphasize the importance of maintaining viewer engagement, which directly correlates with purchase intention. The study suggests that emotional arousal, perceived social presence, and a sense of community generated through interactive features can prolong viewer retention. Understanding these psychological and emotional motivators can inform the design of more effective livestream content that captivates audiences beyond the initial viewing.

Moreover, the study points to the critical role of consumer trust in the livestream shopping ecosystem. Trust-building hinges on factors including transparent communication, authenticity of hosts, real-time responsiveness, and credible product demonstrations. Livestreams that prioritize these elements can foster buyer confidence, which subsequently enhances the likelihood of purchase and repeat engagement. This aligns with broader research in digital marketing that highlights trust as a cornerstone in mitigating perceived risks and reducing decision-making uncertainties.

The authors also discuss the influence of social norms and peer effects as powerful drivers in livestream contexts. Social proof manifested through live chat interactions, viewer counts, and user-generated reviews reinforces positive attitudes toward products. Consumers often look to their peers’ behavior as cues for acceptable and desirable purchases during livestream sessions. The unique immediacy and communal nature of livestream shopping heighten social influence, which brands can strategically harness to boost engagement and conversion rates.

Another technical dimension explored in the research concerns the role of sensory congruency and multisensory integration in shaping affective responses. Studies in cognitive neuroscience suggest that when sensory inputs are coherent and mutually reinforcing, consumer experiences become more immersive and emotionally compelling. Livestream platforms that synchronize visual, auditory, and potentially other sensory stimuli can trigger enhanced pleasure and arousal, leading to stronger purchase intentions. This multisensory synergy presents a promising avenue for marketers aiming to optimize consumer engagement through nuanced stimulus design.

The study also emphasizes the importance of technological affordances such as mobile tools and AI-powered recommendation systems in refining the livestream shopping experience. Mobile devices enhance accessibility and immediacy, allowing consumers to participate in commerce anytime and anywhere. Meanwhile, AI algorithms can personalize product suggestions and interactive content, tailoring the shopping journey to individual preferences and prior behaviors. This fusion of technology and sensory engagement could craft highly personalized and efficient shopping ecosystems, ultimately boosting customer satisfaction and loyalty.

Importantly, the researchers recommend expanding empirical investigations using experimental and longitudinal designs to unpack the causal relationships between multisensory stimuli, emotional responses, and behavioral outcomes in livestream contexts. Existing research often adopts correlational or cross-sectional approaches, limiting definitive conclusions regarding mechanism and directionality. Carefully controlled studies that manipulate sensory variables can provide critical insights into which combinations optimize consumer motivation and which trigger unwanted impulsive tendencies.

The integration of sustainable product marketing, immersive VR tools, and understanding impulsive buying risk not only highlights the evolving nature of livestream shopping but also signals the need for balanced innovation that respects consumer well-being. As livestream commerce matures, companies and regulators alike will need to address ethical considerations related to consumer protection, transparency, and responsible marketing. These factors are paramount for sustaining long-term industry growth and consumer trust.

In conclusion, Li, Spence, and Wu’s pioneering research offers a compelling roadmap for both academics and industry practitioners aiming to unlock the full potential of livestream shopping. Their insights into multisensory perception, emotional drivers, technological innovations, and consumer psychology illuminate pathways for enhancing the interactivity, engagement, and sustainability of this emerging retail paradigm. As the boundaries between physical and digital commerce continue to blur, the future of shopping promises ever more immersive, multisensory, and socially connected experiences, reshaping how consumers discover, choose, and enjoy products in the digital age.

Subject of Research: Consumer purchase intention and engagement in livestream shopping, focusing on multisensory perception and psychological drivers.

Article Title: What motivate consumers’ purchase intention and the intention to continue watching in livestream shopping.

Article References:
Li, P., Spence, C. & Wu, C. What motivate consumers’ purchase intention and the intention to continue watching in livestream shopping.
Humanit Soc Sci Commun 12, 1061 (2025). https://doi.org/10.1057/s41599-025-05363-0

Image Credits: AI Generated

The researchers embarked on a comprehensive inquiry involving six controlled experiments designed to examine how fractional ratings are interpreted when presented as stars compared to Arabic numerals. Their findings indicate a consistent tendency among consumers to perceive fractional star ratings as higher than their actual numerical value, whereas fractional numerals are routinely undervalued. For instance, a rating of 3.5 stars is often cognitively rounded up to a 4 in the consumer’s mind, while a numerical 3.5 is mentally anchored at 3. This phenomenon underscores a vital difference in how the human brain processes graphical imagery versus numeric symbols.

This divergence stems from the differing cognitive pathways activated during visual and numerical processing. According to Deepak Sirwani, the first author of the study and now an assistant professor at the University of British Columbia, the brain’s interpretation of stars involves a gestalt completion mechanism. When consumers see three full stars followed by a half star, their neural circuits naturally fill in the incomplete visual element, giving rise to an inflated representation of the rating’s magnitude. Conversely, when confronted with the text-based notation ‘3.5,’ the brain tends to emphasize the integer component (‘3’), causing the fractional element to be psychologically diminished.

The implications of these findings extend deeply into the fields of marketing and consumer psychology. Manoj Thomas, a management professor at Cornell University and co-author of this research, elaborates that this difference in mental representation constitutes what they describe as an “a-ha” moment. He explains that the striking contrast in cognitive activation between processing images—specifically stars—and Arabic numerals is an overlooked but critical factor in understanding consumer behavior. This insight invites a reevaluation of how rating information should be standardized and presented to avoid consumer misinterpretations.

A key experiment illustrating these effects involved 616 participants who were shown a series of ratings spanning from 1 to 5, increasing by increments of 0.25. Participants were randomly assigned to conditions wherein they viewed either star-based symbols, numeral-based ratings, or a combination of both simultaneously. Subsequently, they were asked to estimate the position of each rating on a hypothetical, unlabeled continuum between 1 and 5. Results demonstrated a systematic overestimation of star ratings and underestimation of numerals, confirming the robustness of this cognitive bias across a broad sample population.

This discrepancy has material consequences for commercial enterprises. When fractional star ratings are perceived as higher than they truly are, companies may inadvertently set consumer expectations beyond what their products can reliably deliver. On the other hand, products rated with fractional numbers may suffer from suppressed consumer enthusiasm due to underestimation of their quality. Such misalignments between perception and reality can result in either customer dissatisfaction or lost sales, motivating the researchers to call for the development of new industry standards that better calibrate rating presentations to actual consumer cognition.

Moreover, the economic reverberations of this perceptual bias are profound. Previous studies have established that slight increments in ratings—even as small as 0.2 points—can trigger sales increases up to 300%. Considering this, the current research posits that modifying only the format—from numerals to stars—might amplify sales by an order of magnitude. This raises ethical and strategic questions about the deployment of rating formats, as businesses may exploit star ratings to inflate perceived value, potentially leading to market distortions and consumer distrust.

From a neuroscience perspective, these findings open the door to exploring how distinct areas of the brain respond differently to symbolic visual stimuli versus numeric representations. The concept of ‘completion’ in visual cognition suggests that our neural processing favors holistic image interpretation, facilitating the upward adjustment of star ratings. In contrast, the parsing of Arabic numerals engages analytical processes that prioritize literal and sequential interpretation. This bifurcation reflects broader themes in cognitive science regarding dual processing modes—intuitive versus analytical—and their real-world applications.

The study contributes meaningfully to the domain of behavioral economics, particularly relating to decision-making heuristics and biases. It exemplifies how subtle variations in information presentation can significantly influence consumer judgments and, ultimately, economic outcomes. Understanding these dynamics is essential for policymakers, regulators, and businesses aiming to design fair and transparent rating systems that align better with objective product performance and user satisfaction.

As digital platforms proliferate and customer feedback becomes increasingly central to the reputation economy, the stakes for accuracy and clarity in ratings are escalating. The Cornell researchers’ advocacy for standardized rating formats is not merely a technical recommendation but a call to recognize that human perception is anything but neutral or uniform. Accounting for cognitive biases inherent in processing visual versus numerical information is crucial for maintaining trust and efficacy in market signaling mechanisms.

In conclusion, this investigation underscores a fundamental, yet overlooked aspect of consumer psychology: the medium of information delivery profoundly impacts how that information is cognitively processed and valued. In the age of e-commerce and online reviews, where split-second decisions can hinge on rating interpretations, appreciating this phenomenon offers new avenues for enhancing consumer experience and business integrity. As markets evolve, adapting rating systems to human cognitive architecture will be essential in ensuring that ratings fulfill their intended role as accurate and reliable predictors of product quality.

Subject of Research: Consumer perception of product ratings; cognitive processing differences between star versus numeric rating formats.

Article Title: Overestimating Stars, Underestimating Numbers: The Hidden Impact of Rating Formats

News Publication Date: 15-May-2025

Web References:

• Journal article: https://journals.sagepub.com/doi/10.1177/00222437251322425
• Cornell Chronicle story: https://news.cornell.edu/stories/2025/05/stars-or-numerals-how-rating-formats-change-consumer-behavior

References:
Sirwani, D., Thomas, M., et al. (2025). Overestimating Stars, Underestimating Numbers: The Hidden Impact of Rating Formats. Journal of Marketing Research. DOI: 10.1177/00222437251322425

Keywords: Behavioral economics, consumer psychology, rating formats, e-commerce, cognitive bias, marketing research, decision making, neuroscience, product evaluation, digital marketplaces, visual cognition, numerical cognition