Lets start from the basics.
All products are both good and bad at the same time. There is no absolutely good or absolutely bad product. For one person a product can be good product, for another it will be a bad product, and while third person may have no clear opinion about it. Even something as bad as cocaine will be good for someone out there.
So if we have many positive associations with a product, we will want to buy it. If we have many negative associations with a product, we wont buy it. Still, if we don’t have a clear opinion on whether a product is good or bad, we will have a gray zone for decision making. In these cases we will sometimes buy the product and sometimes we wont.
For example, smoking originally was considered a good and healthy product (and it is still considered to be so in some parts of China). It took many years and a lot of convincing before it was declared bad. Before the declaration, people already knew that smoking was bad but many kept on buying them because they were still in the gray zone.
In the gray zone we are not clear or informed enough about a products. We don’t have clear believes – information that we hold true, regardless of circumstances.
You see, many people don’t have clear believes about many subjects in our lives. There is no authority that tells them what to do and what not to do, what to buy and want not to buy. Therefore, they can be influenced.
If a person does not know what whether a product is good or bad, he needs to have some way to make decision. The most common way is to do what everyone else is doing. But who is to say that the crowed knows what they want?
A person can also go with what I call a status quo preference – a preference that a person made in advances. The status quo is an anchor, a starting point from where people start with their decisions. In math, a most accepted status quo is often 0. It can also be a Pie number, or any other number depending on the situation. The same is with consumption.
If we don’t have a preference, we can be influenced before hand. Companies have studies our decision making and they attempt to influence us through the Marketing. They keep on reminding us of the products and thus building a status quo.
This is why a lot of experts say that we have already made a decision before walking into a place of purchase.
Marketers get away with placing anchors in our minds because most of the time there is no other information source we can rely to make good decisions. My suggestion is to find good information source anyway. Or simply: Get Informed!
This is get informed correctly. Before making a major life decision, it is only smart to get as much good information as possible regarding a point of decision. There is a log of good advice you can get from this blog. Once you know what are the reasons for wanting or not a specific product, you will make a better decisions.
- If you want to you to know why bad products are largely available on the market, click here.
- If you want to know why no one stopped Marketers, click here.
- If you want to know more about Marketing of cigarettes, click here.