We’re programmed to buy the shiny new iPhone whether we need it or not, say scientists
CHANCES are, if you have the new iPhone 7, it’s because your brain is wired to upgrade.
New research found that people who opt for the latest phone probably did not compare it to the model they already own.
In a phenomenon known as “comparison neglect,” consumers will assume the newest model is the fancier, shinier or an overall better option.
In a study, which will be , researchers found that 78 percent of participants said that comparing products was necessary.
But when faced with the choice, they were more than likely to skip putting the products side by side.
Aner Sela, a University of Florida marketing professor said: “We don’t do as well as we know we should.
"People know this is important; there’s a consensus about it.
"But, in the moment of truth, we’re susceptible to these biases. That’s the striking thing: Knowing is not enough.”
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“We were not asking people to recall existing features from memory,” Sela added.
“We put them in front of people side-by-side.
2But unless we tell them to compare, they don’t do it.
"They don’t use the information in the way they themselves say they should be using it.
"That’s what makes this so surprising.”
However, when an upgraded model wasn’t part of the two options, Sela says “comparison neglect” doesn’t occur.
The problem, she says, is that this type of behaviour could lead to companies releasing unnecessary upgrades to get your money.
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