Choosing among products can be more difficult if you tend to think more about the process of using an item rather than the outcome of the purchase, according to a new study in the Journal of Consumer Research.
"Marketers often try to tempt consumers to buy their products by encouraging them to imagine themselves using the product," write authors Debora Viana Thompson (Georgetown University), Rebecca W. Hamilton (University of Maryland, College Park), and Petia K. Petrova (Dartmouth College). But this "process-oriented" thinking can lead to confusion.