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The “Significant Objects” Experiment
Overview
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Experiment: Rob Walker (a journalist) and Joshua Glenn (a writer and editor) conducted an experiment called “Significant Objects.” They bought inexpensive items—often small trinkets or knickknacks—for a total of about $250.
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Method: They asked over 200 contributing writers to craft short, fictional stories about each object. These stories were then included in the items’ descriptions when put up for auction online.
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Result: Many of these ordinary items sold for far more than their original price. Collectively, the items purchased for $250 sold for over $8,000. This dramatic markup highlights the power of narrative in shaping consumer perception.
Why It Matters
- Emotional Connection
- By giving each item a unique backstory—whether humorous, poignant, or mysterious—the project tapped into buyers’ emotions, making them see the objects as more than mere curios.
- Illustrates Perceived Value
- The experiment demonstrates that perceived value isn’t just about material worth or brand; it’s also about the story surrounding a product.
- Implications for Design and Marketing
- For anyone involved in branding, marketing, or user experience, this provides a case study in how powerful narratives can sway decision-making and willingness to pay.
More on “Significant Objects”
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Project Website: Significant Objects
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Collected Stories: The project eventually compiled many of the fictional backstories into a book, showcasing the effectiveness of storytelling in commerce.
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Influence: Marketers, UX designers, and storytellers often cite it as a prime example of how narrative can drive engagement and value.
Key Takeaway
“Storytelling has a 30X Return on Investment” underscores the idea that a compelling narrative can imbue even mundane things with heightened value, proving that in many fields—especially design—the story you tell can be just as important as the product itself.
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