FunWhat influences us when buying?

What influences us when buying?

On the one hand, the more quantitative data (numbers) and technical specifications a label or product box contains, the more predisposed we are to acquire them, according to a study published in the Journal of Consumer Research . We refer to pixels in digital cameras, watts in stereos, and percentages of cotton, elastane or polyester in clothing, among others. This premise is true even if that data does not provide useful information.

Emotions affect us too . Without a day we wake up slightly vain, we wish to acquire products to display in public, such as watches, shoes and clothes. In contrast, if we are happy or simply satisfied, we tend to make purchases of appliances, sheets, tablecloths and other accessories for the home, according to a recent study by the Universities of Minnesota and Arizona.

To this is added that Juliano Laran, from the University of Miami, has shown that if a seller offers us a chocolate bonbon and we accept it, from that moment on we tend to buy more than we want and need. Conversely, those who resist candy are also less tempted when the same vendor then offers them luxury goods such as expensive computers, designer T-shirts, state-of-the-art televisions or cruise ships.

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