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September 22, 2020 Tuesday 10:44:49 AM IST

How Shoppers Make Bad Purchases

International Edu News

Shoppers often end up making bad purchasing decisions because they think with their heart not the brains, according to researchers at Macquarie Business School. This may cause consumers to make poor decisions when purchasing in a department store. When it comes to electronic or electrical devices people choose products with more settings thinking they provide better performance. A heater with six heat level settings rather than three may be preferred as consumer assumes that more settings means the machine is more powerful. Consumers preferred to choose them even when they were told of the actual power output of different heaters. The researchers tested consumer purchasing behaviour for various product categories such as blenders, printers, body massagers, bicycles, heaters, microwave ovens and kitchen. We rely on intuitive reason system that requires less effort and time.