A new study shows that consumers trust feelings as information when making purchase decisions. This means that instead of trusting facts, we sometimes trust the way that we feel, instead. I studied this concept with Dr. Larry Sanna at UNC-CH in my doctoral program, so I was intrigued to read this study.
For instance, if we receive an offer on our house that is less than we paid for the house, we feel it is not fair, and we reject that offer, even if it is a fair market value offer. We can relate to that feeling, and had to get over that feeling, in order to sell our house and move on in this down market.
This is also why you see some advertising appealing to how the product will make us feel as opposed to the features or benefits of the actual product. Marketers know how to use that knowledge to their advantage. This may also be why there is a 50% divorce rate in this country: folks get caught up in their feelings and forget to think through the facts of their relationship.
This is good for us to remember in so many instances and is probably why my father always had me do a pros and cons list when making a decision–don’t get too caught up in your feelings without considering the facts, as well.
This study was done by:
University of Chicago Press Journals (2012, June 19). Should consumers trust their feelings as information?. ScienceDaily. Retrieved June 24, 2012, from http://www.sciencedaily.com /releases/2012/06/120619225953.htm?utm_source=rss1.0&utm_medium=feed&utm_campaign=Feed%3A+sciencedaily+(ScienceDaily%3A+Latest+Science+News)