Ask Shoppers Why They Like or Dislike Items

When a shopper tells you they liked or disliked an item they’ve tried out, it’s useful to know why. But realize there are shopper psychology considerations.

• Avoid the word “Why?” Shoppers often interpret that question to mean you’re challenging the wisdom of their decision. It also challenges the power balance. Shoppers prefer to believe they have more authority than the retailer in the transaction. Use softer phrasing like, “I’m interested in hearing more about what you liked with the item,” or “I’d be grateful if you told me more about what you disliked.” 
• Researchers at University of Alberta find that if the item you’re asking about is one the shopper is evaluating to give pleasure—like a cupcake—having the shopper list the reasons dampens the intensity of the reaction. If the shopper liked the item lots, asking for the explanation makes them like it a bit less. If the shopper truly disliked the item, the recitation of reasons results in the shopper disliking it less. Emotions are experienced holistically. Asking somebody to dissect an emotional reaction decreases the power of the emotion. Two hints for retailers: First, if a customer is expressing ecstasy about a pleasure-oriented product you’ve sold them, don’t ask too many questions. Second, if a customer is expressing intense dislike, ask them to tell you the reasons and listen carefully. But don’t have the customer go on for too long. Findings from research at University of Maryland and Yale University indicate that too much talking will lock into the shopper's mind the bad feelings they're experiencing, and those negative memories make it less likely they'll buy from you in the future. 
• The Alberta researchers found that if the item is primarily utilitarian—such as a bathroom cleanser—the effects of explanation are the opposite of those for a hedonic item. When the shopper explains why they like the item, they come to like it even more. After having explained why they dislike it, they’ll dislike it even more. With those negatively-evaluated items, some things are best left unsaid, at least from the retailer’s perspective. But there’s also a caution on the liking side. Researchers at New York University found that it if we ask somebody to dig for reasons they liked an item, they’ll run out of things to say and interpret the difficulty to mean, “I guess the item isn’t so great after all.” 

Click below for more: 
Keep Logic Brief with a Reluctant Customer 
Avoid Locking In Bad Moods