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Psychology and consumption: when and why do we buy products that make us feel “good”

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Psychology and consumption: when and why do we buy products that make us feel “good”

Consumer psychology has analyzed many elements of what makes us consume and what leads us to choose one product or another. He has also studied why we reject some things or what makes, after buying something, we end up feeling dissatisfied with our purchase or that we are invaded by regrets. Psychology applied to consumption has also studied the reasons that make certain feelings and perceptions make us end up buying certain things and thus being that we are doing “good.”

Possibly, we have all found ourselves in a similar situation. Walking through a store and facing a wide selection of products, we end up choosing the one that seems to us to be the most “good”, which makes us feel that we are making the most ethical  phone number details with name usa  purchase. It is the moment when we get the eggs from free-range chickens, when we get beauty products that have not been tested on animals or when we buy that shirt that is made with organic cotton.

On many of these occasions, the products are objectively better in terms of ethics and respect for the environment. Other times, however, simply the way the information is presented makes us feel that we are making the best selection in terms of our link to the world.

Of course, not every time that promise has an impact on our purchasing decisions and it does not always mean that all these products end up in the shopping cart. The sales of not a few of these responsible products are still in many cases still very low.

Therefore, how do those mechanisms that lead to buy things work because they make us feel better and how do the surrounding elements impact so that sometimes that matters rather little?

Well yes, but be sure of it
That’s what researchers at the University of Göttingen, who have published their findings in the Journal of Cleaner Production , have wondered . Analyzing the results of two control groups (one formed by British consumers and the other by Germans), they reached conclusions about what makes us consume “for the good” and what throws us off that path.

To do this, the researchers used a process of supposed virtual purchase and chocolate. Participants had to make purchasing decisions about chocolate, but the data given on the issue changed. The chocolate was described in terms of country of origin, manufacture, ethics, and price. Claims to sell ranged from organic, fair trade to CO2 neutral.

What did the researchers discover? From the outset, the price beats everything. The other criteria matter little. Consumers make decisions related to price first.

Once the question of price is eliminated, the psychology of ethical consumption comes into play. Consumers were much more inclined to buy those chocolates that used ethical issues in their messages because they were motivated by the idea of ​​feeling good after having made a “good buy”.

Of course, of all the criteria and elements that reinforced the ethics of chocolate, not all worked the same. Although all ethical promises had the  phone number details with name usa  potential to generate that feeling of “buying well,” when push came to shove, one item won out over all. The seal that guaranteed that it was a fair trade product was the one that promoted the purchase the most, because consumers recognized it.

Furthermore, as they explain in the study’s conclusions, it is with what consumers have already associated the idea of ​​”good.” In fact, although consumers recognized other elements as positive and ethical, such as the reduced carbon dioxide footprint of a product, in the end it did not impact their purchase as much as did an element they already knew and were already facing. sure it was good.

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