Product Specifications Influence Consumer Preference: “

A new study in the April 2009 issue of Journal of Consumer Research reveals that our purchasing decisions are susceptible to the influence of external descriptions. When we shop, we may spend too much when we base our decisions on product specifications.

The researchers found that ‘even when consumers can directly experience the relevant products, and the specifications carry little or no new information, their preference is still influenced by specifications’. In other words, even when we can compare products first-hand, we don’t trust our own judgment. We let specifications influence our decisions.

First-hand experience
I’ve experienced this first-hand many times. I might, for example, be shopping for a new blender and find a model that I really like. It does what I need and is easy to use. It matches our kitchen and the price is right. But then I’ll notice that it only has 6 speeds and other models have 8 speeds. Suddenly I’ll second-guess myself and end up buying a different blender — one that I ultimately find less satisfying.

(Via Get Rich Slowly.)