Featured Research

from universities, journals, and other organizations

People Misjudge Their Own Skill Level When Buying Equipment

Date:
May 11, 2007
Source:
University of Chicago Press Journals
Summary:
Many products, such as golf clubs or cameras, are designed for consumers of a certain skill level. However, deciding what product would be most appropriate is often based on skewed self-assessment, leading to a purchase of equipment that may be too advanced or too basic. A revealing new study shows how these choices may be affected by marketing strategies and provides insight into how consumers can better select the right products for their particular skill level.

Many products, such as golf clubs or cameras, are designed for consumers of a certain skill level. However, deciding what product would be most appropriate is often based on skewed self-assessment, leading to a purchase of equipment that may be too advanced or too basic. A revealing new study from the June issue of the Journal of Consumer Research shows how these choices may be affected by marketing strategies and provides insight into how consumers can better select the right products for their particular skill level.

Related Articles


Perceptions of skill are frequently inaccurate because people base assessments of their own ability on how hard the task feels -- rather than more objective criteria like what percentage of the population is able to perform the same task, explains Katherine A. Burson (University of Michigan).

"This research not only documents skill-matching, but also shows that it is the estimate of comparative skill rather than actual, absolute skill that drives choice," Burson writes. "Because matching is tested in domains where consumers' skill levels can be objectively measured, these studies are able to show that the strategy can lead to unintended purchase choices by consumers as a result of inaccurate assessments of their own ability compared to others."

For example, Burson had participants putt golf balls on an indoor putting green. Half of the participants putted from a distance of ten feet and the other half from a distance of three feet. They were then asked to choose among golf balls marketed to different skill levels and priced accordingly.

Those who had tried to putt the ball three feet sank more putts and perceived themselves as better overall golfers than those who had attempted the ten-foot putt, Burson explains. Consequently, those who had putted on the shorter green also thought they should buy higher-end equipment than those who had putted from a longer distance.

"What does this mean for us" We need to be careful about the inferences that we draw from experiences like putting on the small indoor green at the local proshop. Just because we get eagles here doesn't mean it is time to buy those Callaway clubs," Burson concludes.

Reference: Katherine A. Burson. "Consumer-Product Skill Matching: The Effects of Difficulty on Relative Self-Assessment and Choice," Journal of Consumer Research: June 2007.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Cite This Page:

University of Chicago Press Journals. "People Misjudge Their Own Skill Level When Buying Equipment." ScienceDaily. ScienceDaily, 11 May 2007. <www.sciencedaily.com/releases/2007/05/070510123835.htm>.
University of Chicago Press Journals. (2007, May 11). People Misjudge Their Own Skill Level When Buying Equipment. ScienceDaily. Retrieved November 27, 2014 from www.sciencedaily.com/releases/2007/05/070510123835.htm
University of Chicago Press Journals. "People Misjudge Their Own Skill Level When Buying Equipment." ScienceDaily. www.sciencedaily.com/releases/2007/05/070510123835.htm (accessed November 27, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Thursday, November 27, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Are Female Bosses More Likely To Be Depressed?

Are Female Bosses More Likely To Be Depressed?

Newsy (Nov. 24, 2014) A new study links greater authority with increased depressive symptoms among women in the workplace. Video provided by Newsy
Powered by NewsLook.com
Winter Can Cause Depression — Here's How To Combat It

Winter Can Cause Depression — Here's How To Combat It

Newsy (Nov. 23, 2014) Millions of American suffer from seasonal depression every year. It can lead to adverse health effects, but there are ways to ease symptoms. Video provided by Newsy
Powered by NewsLook.com
Could Your Genes Be The Reason You're Single?

Could Your Genes Be The Reason You're Single?

Newsy (Nov. 21, 2014) Researchers in Beijing discovered a gene called 5-HTA1, and carriers are reportedly 20 percent more likely to be single. Video provided by Newsy
Powered by NewsLook.com
Milestone Birthdays Can Bring Existential Crisis, Study Says

Milestone Birthdays Can Bring Existential Crisis, Study Says

Newsy (Nov. 21, 2014) Researchers find that as people approach new decades in their lives they make bigger life decisions. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins