{"id":6811,"date":"2012-09-27T16:16:07","date_gmt":"2012-09-27T20:16:07","guid":{"rendered":"http:\/\/therapytoronto.ca\/news\/?p=6811"},"modified":"2012-10-08T12:05:54","modified_gmt":"2012-10-08T16:05:54","slug":"study-suggests-product-satisfaction-hinges-on-reasons-for-purchase","status":"publish","type":"post","link":"https:\/\/therapytoronto.ca\/news\/2012\/09\/study-suggests-product-satisfaction-hinges-on-reasons-for-purchase\/","title":{"rendered":"Study suggests product satisfaction hinges on reasons for purchase"},"content":{"rendered":"

From the Washington University in St. Louis press release:<\/p>\n

\"Shopping\"More than 2 million consumers got to gloat Friday about their shrewdness in procuring an iPhone 5, with its larger screen and 200 additional features through its new operating system.<\/p>\n

But once the novelty wears off, will they still enjoy their purchase?<\/strong><\/p>\n

It depends on why they bought it, says new research from a marketing professor at Olin Business School at Washington University in St. Louis.<\/p>\n

Across five studies and four product domains, Joseph K. Goodman, PhD, assistant professor of marketing, found that consumers fail to estimate their feature usage rate before purchasing multifunctional products, which negatively affects product satisfaction<\/strong>.<\/p>\n

The study, \u201cHaving Versus Consuming: Failure to Estimate Usage Frequency Makes Consumers Prefer Multi-feature Products,\u201d is forthcoming in the Journal of Marketing Research<\/em>.<\/p>\n

\u201cWe propose that consumers focus on having features instead of elaborating on how often a feature will be used, and this can lead to a decrease in product satisfaction<\/strong>,\u201d Goodman says.<\/p>\n

He and his co-author, Caglar Irmak, PhD, assistant professor at the University of South Carolina, show that this shift in preferences is due to a change in elaboration from using to having features.<\/p>\n

The pair identifies three key moderators to this effect: need for cognition, feature trivialness and materialism.<\/p>\n

\u201cConsumers focus too much on just having the latest features, and don\u2019t spend time elaborating on how often they will use the features<\/strong>,\u201d Goodman says. \u201cWhen they do actually elaborating on usage, then they tend to buy lower featured products and they tend to be more satisfied with their purchase, regardless of whether they buy a high or low feature product.”<\/p>\n

What should consumers do?<\/p>\n

\u201cOur findings can\u2019t tell consumers what to buy, but they do suggest that consumers should at least stop and consider how often they are going to use each new additional feature before they make their decision<\/strong>,\u201d Goodman says. \u201cThis little act of consideration can lead to greater satisfaction down the road.\u201d<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

From the Washington University in St. Louis press release: More than 2 million consumers got to gloat Friday about their shrewdness in procuring an iPhone 5, with its larger screen and 200 additional features through its new operating system. But once the novelty wears off, will they still enjoy their purchase? It depends on why… <\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","footnotes":""},"categories":[5],"tags":[96,12],"class_list":["post-6811","post","type-post","status-publish","format-standard","hentry","category-emotions","tag-consumer-psychology","tag-psychology"],"_links":{"self":[{"href":"https:\/\/therapytoronto.ca\/news\/wp-json\/wp\/v2\/posts\/6811","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/therapytoronto.ca\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/therapytoronto.ca\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/therapytoronto.ca\/news\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/therapytoronto.ca\/news\/wp-json\/wp\/v2\/comments?post=6811"}],"version-history":[{"count":5,"href":"https:\/\/therapytoronto.ca\/news\/wp-json\/wp\/v2\/posts\/6811\/revisions"}],"predecessor-version":[{"id":6869,"href":"https:\/\/therapytoronto.ca\/news\/wp-json\/wp\/v2\/posts\/6811\/revisions\/6869"}],"wp:attachment":[{"href":"https:\/\/therapytoronto.ca\/news\/wp-json\/wp\/v2\/media?parent=6811"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/therapytoronto.ca\/news\/wp-json\/wp\/v2\/categories?post=6811"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/therapytoronto.ca\/news\/wp-json\/wp\/v2\/tags?post=6811"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}