We make purchasing decisions based on quantitative indicators — whether we are talking about horsepower in car engines, hotel stars or the calorie content of products.
We make purchasing decisions based on quantitative indicators — whether we are talking about horsepower in car engines, hotel stars or the calorie content of products. American psychologist Christopher Hsee asked participants in an experiment to choose one of two digital cameras. 74% preferred a camera that gave them brighter shots. But after reporting that another camera (which shoots more clearly) has twice as many megapixels, 75% chose it. “When we have to make a quick decision, we unconsciously focus on obvious signs expressed in numbers,” explains psychologist Evgeny Osin, “because quality assessment requires additional effort. Self-doubt interferes: what if it only seems to us that this camera shoots better? But the number of megapixels is an objective criterion. As a result, we make choices that are not always the best for us: for example, we buy an expensive mobile phone instead of buying a comfortable one. When purchasing something important, it’s helpful to ask yourself: How does each alternative make me feel? Which one do I like better? Consent with yourself is the only true criterion.”