Consumers Believe Products Work Better for Others

Journal of Consumer Research, ucab048, https: //doi.org/10.1093/jcr/ucab048

Commentary

This study provides evidence that consumers tend to have a positive view of themselves and are therefore pessimistic in their enjoyment of product benefits.

Fifteen studies (N = 6,547; including nine that were preregistered) showed that consumers believe that the effectiveness of products is greater for others than for themselves.

As an example, in the consumption of adult coloring books (to stimulate creativity), sports drinks (to satisfy thirst), medicines (to relieve pain), and online classes (to learn something new), they believe that they have a greater effect on others than on themselves.

This bias applies to many products and decision objects, and was also shown to be inversely related to factors such as familiarity, usefulness, and closeness to the decision object. It was then explained that this bias is due to consumers' belief that they are unique, less adaptable, and change the choices people make for others.