Science News

How do shoppers use price to judge quality and value?

In the end, though, you probably want to consider both quality and value when making a choice. When you're standing in front of the wall of blenders, you can do that by taking your choice in stages. Start by treating the choice as if you are picking the best blender for a friend. That will allow you to focus your evaluation on the quality of the products. After you feel you understand the quality, then go back and focus on the one you would really like to buy. That way, you can let your focus on value happen after you have already thought about quality.

In other words, neuroscience is now proving what many sales professionals have long suspected: that decision-making, even among top executives, takes place mostly at a "gut" level.