Consumers want more and more information about the products they are going to buy. It is a reality and one that many studies have made clear. Buyers want more and more information and expect brands to be more and more transparent about the data they offer about the products they sell. But can information be a problem? Can Consumers End Up Being Scared By Too Much Data?
Brands tend to fear being too transparent, leaving too much data and tools in the hands of consumers to find more and more information about the products they sell since these can function as an element to find things that brands do not want. be found. It is not that companies keep dark secrets but rather that they fear the impact that leaving information in the hands of others can have, not being able to have everything under control at all times.
That might not be the only risk of information overload, however. As neuromarketing experts point out, creating an avalanche of information and data could expose the consumer to a new problem: that of product agnosia. In other words, receiving so much information that we are no longer able to process it. Brands can even, with this avalanche of data, damage the way the product in question looks, making it seem much less attractive than it really is.
The idea is not a theory: it is a fact. A Stanford University study proved this. Adding too many photos of a product in the online store does not make the consumer feel much more confident with it, but rather it makes the product seem much less attractive. It is not the only study that points along this line. As recalled from Neurosciencemarketing, an expert recently demonstrated that including too many technical specifications in the description of a product in the online store ended – despite what consumers or sellers might think – scaring potential buyers by excess information.
From the emotional to the rational
Why does all this happen? There are several explanations as to why the excess of information ends up weighing down the perception of the product. The first is that making the vision focus on the details and not in general modify how the human brain perceives and processes information. When you are asking to see a product, the consumer sees it as a whole and processes it in a more emotional way. We simply like it El Salvador WhatsApp Number List or not, it generates feelings and emotions.
On the other hand, when the focus is placed on the details, the consumer focuses much more on the concrete things, begins to do a comparative viewing and changes the focus. The process of perceiving the product becomes something completely rational and, therefore, something that makes them less inclined to make a decision in their favor.
“The intuition that seeing more is always better does not consider the possibility that when too many photos of products are presented, the way in which we process information is altered”, explain the authors of a study in which it is analyzed as the Using too many photos inhibits consumers from making decisions.