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What is the Aspirational Effect? -Clickipedia:

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What the Aspirational Effect is: The hypothesis that envisioning ownership of a product or service increases the likelihood that a person will make a purchase.

Why the Aspirational Effect matters: Allowing a person to engage with your product or service gives them the opportunity to experience ownership. Once they’ve felt the emotions associated with owning an item, they are more likely to convert to continue those feelings.

How to use the Aspirational Effect: Add opportunities for your visitors to “see” themselves using your product or service on your website. This helps them imagine what it feels like to own your offer, and increases the likelihood that they will complete a conversion.