Items that Demand Attempt to Use's Surprising Allure

07/24/2014 14:10 But astonishing new research finds that, under particular conditions, people are drawn to products that demand some work. Such things become less undesirable when folks feel a lack of control over their lives, based on Keisha Cutright of Arizona State University of Adriana Samper and the University of Pennsylvania. These "high-effort merchandises," people write, enable disappointed individuals to recapture a feeling of private ability. "Beyond seeking products that just symbolize certain characteristic," Cutright and Samper write in the Journal of Consumer Research, "consumers sometimes favor products that give them a chance to really demonstrate they possess a trait." Five studies that provide evidence for the researchers' dissertation are described by they. In the first, 217 people recruited online wrote a short personal essay. People afterward viewed one of two versions of an ad for a shoe, the Nike Trainer One. One noted that only "limited consumer effort was needed to obtain desired outcomes," while the other "highlighted that high consumer attempt was needed to get the same consequences." Participants indicated how likely they were to buy the shoes, after reading the advertisement. Among those who'd only thought about a time participants felt strong, both strategies were nike blazers cheap.qually successful. But those who have been reminded of a time they weren't in control were more prone to purchase the shoes if they had read the high-effort-needed ad. 87 intramural basketball players were featured by another study at the University of Pennsylvania, all of whom had played a game that day. After reporting the result of that competition, "players viewed an advertisement for a basketball shoe that demanded little effort ("Work less, bound higher") or great effort ("Work harder, jump higher."). Then they rated their interest in buying the shoes. Those who were so feeling in control of their athletic lives, and had won that day, were equally open to the two ads. Additional studies altered these effects, suggesting that "when the risk to control narrows to your specific domain name, consumers only seek out higher-effort products in that same domain." Also, the appeal of high-effort products appears to be limited to people who "feel they can make rapid progress in re-establishing control," they add. nike blazer low mens black. Nevertheless, their study intriguingly implies that, when it comes to selling a product, "easy to use" isn't always a plus. "Individuals have an all-natural want to restore control when it's endangered," Cutright and Samper write. "We imply that products that demand high attempt (allow them to do so) because they reassure individuals that wanted outcomes are possible, while also allowing consumers to exert hard work, empowering nike blazer mid mens.hem to feel like they have driven their own results."