Scope New Horizons as Expanding Expertise

Consumers often aim for variety, but at times will mysteriously resist efforts to get them to try something new. Research at University of Cincinnati, University of Florida, and University of Mississippi suggests a way to sidestep the resistance: Present the novel alternative as an opportunity for the shopper to deepen their knowledge in a field in which they consider themselves to be somewhat of an expert.
     When the researchers offered choices of a variety of music samples to study participants, those who considered themselves novices when it came to music were willing to sample only a few new songs. Those who considered themselves experts were willing to sample a substantially larger number of songs.
     The rest of the story, though, is in the range of music genres sampled. The novices accepted the few new songs in a multitude of genres. The experts, on the other hand, accepted the greater number of songs solely from one or a limited number of genres in which they considered themselves to have some expertise.
     In those circumstances where the mysterious resistance to exploring new horizons has not arisen, both novices and experts are open to change, although with different mindsets. The novices are attracted to broadening their knowledge. Offer them a wallet, game, or salad dressing with the pitch that it’s dramatically different from anything they’re familiar with. With the experts, invite them to carefully examine the new offering as deepening, not broadening, their understanding.
     With both types of consumers, recognize how you can mobilize a fear of boredom to motivate trial.
     Carnegie Mellon students were told they could select snacks to eat at the end of three successive class sessions. Half the students were asked to choose one item each of the three weeks. At each session, they weren’t told if there would be additional opportunities to choose in future classes. The others were told that in the first class session they were to select the treat they wanted for each of three classes in advance.
     Among those who selected one item each week, 8% ended up selecting three different ones. Among those who were required to announce all three selections in advance, 45% chose three different items.
     People overestimate the extent to which they’ll get tired of eating or using the same item. They think they’ll want to make a change when, in fact, they’ll end up sticking with a favorite.

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See Through Consumers’ Boredom Fears