We may have just uncovered the secret behind unboxing videos: activating viewers’ mirror neurons so that they feel the hands and objects in the scene are theirs.

This new phenomenon labeled the Vicarious Haptic Effect is so strong that not even contagion warnings were enough to halt it, making viewers value a product more highly (both psychologically and monetarily) despite the risk to their health.

But here’s a caveat: the displayed hand interaction must be meaningful, showing what the scientists call “diagnosticity”. Let's find out more!