Deemphasize the Unwanted Using Comparisons

Comparing product choices is easier for shoppers when they filter using the attributes—such as color, dimensions, or delivery delay—which fit their goals. Therefore, when you ask a shopper for her or his goal in making the purchase, use the answer to figure out which product attributes are of primary importance.
     In a study by researchers at University of Missouri, Mississippi State University, Emory University, and University of California-Irvine, most participants said that a granola bar was more like a candy bar than like a cup of fruit yogurt. But for the people who placed top priority on health goals, the granola bar was more like a cup of fruit yogurt. Those same health-oriented consumers said an apple was more like an orange than like a donut. But for the people who placed a higher priority on eating convenience than on eating healthy, the apple-donut similarity came up stronger.
      If you’re selling apples, donuts, and oranges, the health-oriented customers will be comparing the prices, the freshness, and other attributes of the apples with the oranges. The convenience-first customers will be doing an apple-donut comparison.
      If you’re selling flowerpots, statuary, and seed flats, the dedicated gardener looks for the flowerpots and seed flats to be in the same shopping area. The dedicated outdoor decorator wants to compare the aesthetic attributes of the flowerpots with the statuary.
      What if the products being considered have similar valued attributes? Researchers at University of Toronto find that when two options have some features in common, the shopper tends to ignore those features and place extra attention on valued attributes distinctive in each option. This selective attention carries over to additional choices shown afterwards to the shopper. Therefore, as a retailer, you can influence which valued attributes the shopper will emphasize in considerations: Start by showing two choice alternatives which share the valued attributes you prefer the shopper not emphasize.
      A shopper’s goals also determine attributes they dislike. Being produced by child labor, for instance. Research at University of Memphis and Indiana University assessed the situation where consumers are comparing two products which both have unwanted attributes, but each of the two has distinctive positive attributes. Again, the distinctive attributes get an emphasis. The consumer becomes less likely to consider the negative attributes in deciding among the alternatives. Here, also, this effect established with the comparison of two carries over to immediately subsequent comparisons.

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