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The Power of Novelty: Why Do Consumers Like New Things?

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The Power of Novelty: Why Do Consumers Like New Things?

Anyone who visits one of the Inditex stores will be able to discover first-hand how one of the effects that usually directly drives consumption works. Buyers are fascinated by novelties and are freaked out, so to speak, by new things. Any newly arrived item can powerfully awaken your attention and unquestionably captures your imagination. In any Inditex store, the products rotate constantly and what you see one week you probably won’t see the next. The novelty is part of the appeal that makes you go to the store. It’s an example. Not the only one. In the less glamorous world of food, for example, these principles work too. Dia supermarkets, for example, usually have one of the fronts of one of their shelves with newly arrived things, thus chinese phone number online the attractiveness of the novelties. The consumer will see products that were not in the store before and will discover different things. The novelty has been one of the most powerful consumer engines and one that has worked for a very long time. The nineteenth-century department stores put exotic things as one of the bases of their claims. And throughout the nineteenth century and a very important part of the twentieth century, they made use of the novelties of the East to sell almost anything, from beauty products with a Middle Eastern air to furniture with Japanese airs that were sold like never seen before. .

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But what is it that makes the novelty or the air of novelty drive consumption? A study by the University of York has focused on this point and especially on one that makes something that is not really such a novelty seen as a novelty. Brands sell us as new the latest version of the iPhone (although in reality it is practically the same as the previous one), the latest Blu-ray release of a movie (although the difference is that it incorporates a couple of deleted scenes) or the latest jacket by Zara (although it is the same design that you have been seeing all season, but in another color). Consumers feel that new products are better than existing ones, and adding new features, however minimal, has a direct effect on how consumers rank those products. The modifications, experts warn, work with a placebo effect that makes the new product look like something new. The power of the promise of novelty The researchers tested their theories by pitting a group of Betting Email List against a video game. The product was always the same, but from time to time they improved it with certain elements (such as randomly created maps). Consumers played during the first part of the experiment with the same conditions and with the same explanations. In the second phase, half of the group was told that the game would have an improved version, some consumers were told that it would be easier and others more difficult. No matter what they were told (and as much as the game was the same for everyone), everyone believed what they had been told and they all modified their vision of the product in line with what was said. The conclusions of the study have certain applications for the video game industry in a specific way and for brands in a generalized way. The experts realized that when the consumer has the expectation that he is going to face something different, his vision of the product changes completely. That is, when you know (you have been told) that you are going to find something new, a change, the consumer experience is totally different. In the case of games, consumers devote more connictive effort to gambling and pay more attention to it. In the case of products in general, it could be said that consumers will be more attentive and more receptive to them.

 

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