How a Consumer Prefer Product, According to Psychology
Why Do Consumers Prefer Familiar Products?
One of the new research says that Consumers are more
likely to purchase a product if they have previously focused their attention on
it but are less likely to purchase a product they have previously ignored,
according to a new study in the Journal of Consumer Research.
"It's generally assumed that consumers will choose
products that provide the greatest value. But prior consideration of a product
makes it easier to process the product when it's encountered later and this
influences whether or not consumers like the product, regardless of the
benefits it provides. The act of attending to a product increases the
likelihood the product will be purchased in the future while not attending to a
product decreases the likelihood," write authors Chris Janiszewski
(University of Florida), Andrew Kuo (Louisiana State University), and Nader
Tavassoli (London Business School).
In an experiment involving various unfamiliar brands of
soda, cheese, shampoo, and chocolate, consumers were asked to locate a specific
brand in a display of two competing brands. This was repeated for many pairs of
brands, with some serving as "selected brands" and others serving as
"neglected brands." Others appeared by themselves as "neutral
brands" that were neither selected nor rejected. When these consumers were
later asked to choose between a selected brand and a neutral brand or between a
neglected brand and a neutral brand, they preferred the previously selected
brand to the neutral brand, but also preferred the neutral brand to the
previously neglected brand.
Situations where selective attention to a product might
be arbitrary create opportunities for companies to influence consumers and gain
long-term advantage by drawing their attention through coupons, banner
advertising, or packaging that stands out in a visually complex shopping
environment.
"Every time a consumer searches for a product in a
shelf display, the immediately adjacent products receive inattention. This will
happen more frequently in high turn-over product categories. Thus, the
inattention that accompanies the selective attention to frequently purchased
products has the potential to influence future consideration of neglected
products," the authors conclude.
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