How Much Choice Do Consumers Want?
Researchers at the University of Iowa recently found that people who have only a little information about a product are happier with that product than people who have more information. Does this go hand in hand with the customer that pays the most is usually your happiest customer?
"We found that once people commit to buying or consuming something, there's a kind of wishful thinking that happens and they want to like what they've bought," said Dhananjay Nayakankuppam, marketing professor at UI".
eMarketer analysts Lisa Phillips has this to say about the study:
"So if 70% of US automotive shoppers research their purchases online before buying, does that mean 100% of them will be really ticked off within three months of the purchase? Or maybe 50% of them will be ok with what they bought, but 1% will be swayed by the US Ford TV commercials that they really wanted an Edge, not a Nissan Murano? "Realistically, people research products to either make themselves comfortable making a choice or to rationalize their primary choice. Either way they can defend it to their partners, parents, friends and siblings."
Another eMarketer analysts, Ben Macklin said:
"There is only a certain amount of information and choices a human can absorb. The choices now available to consumers in terms of broadband, voice, TV and mobile services—and their possible bundles—from a host of different providers is completely overwhelming for some."
I think this really depends on the individual. We know that many of our online car shoppers are definitely considering other makes and models. It's not like the days where you had fewer choices.
Case in point: Our lease is up on my wife's Mercedes SUV (no remarks please, I got one hell of a lease deal on it), so it's time for another vehicle and she of course wants another SUV. So here I am in shopping mode. I know what options she likes and what we need to have. What do we get? What are my choices? The truth is, the options are totally overwhelming to some degree. Another Mercedes ML, VW Touareg, Mazda CX-9, BMW X5, Subaru Tribeca, Acura MDX and even the Saturn Outlook is on the list. That's a lot of choices!
...Roadfly.com - 2008 Mazda CX-9 Car Review
Video car review of the brand new 2008 Mazda CX-9 shot in Tarrytown NY.
Mazda CX-9 - 17 cars found
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Mazda CX-9 News
 Channel 4 News | Mazda CX-9 AutoExpress, UK - The CX-9 enjoyed its European debut today in Moscow and is another sporty SUV crossover from Mazda which seems to confirm the Japanese brands intent on its Moscow Motor Show: Mazda Kazamai |
Review: 2008 Mazda CX-9 Grand Touring CNET News, CA - After spending time with the top-of-the-line 2008 Mazda CX-9 Grand Touring, we found much that we liked; however, we also found almost every positive thing |
Mazda at the Moscow International Automobile Salon 2008 Autochannel (press release) - First launched in North America in 2007, Mazda CX-9 was praised as a new crossover SUV that combined a sleek and sporty look and an exhilarating driving |
2008 Mazda CX-9 Grand Touring 4dr SUV AWD (3.7L 6cyl 6A) CNET Reviews - The good: The 2008 Mazda CX-9's stunning looks and surprising acceleration and handling deliver on Mazda's promise of "zoom-zoom" in a vehicle that seats |
2008 Mazda CX-9 Grand Touring FWD Family friendly crossover adds San Francisco Chronicle, USA - Regardless of what category one places it in - SUV, crossover, minivan or station wagon - the Mazda CX-9 was recognized as one of the best in its class when |
Mazda Directory
First Drive: 2007 Mazda CX-9
Inside Line samples the new 2007 Mazda CX-9, a sleekly styled crossover SUV that combines a truly usable third-row seat with excellent driving dynamics.
Find a new 2009 Mazda CX-9 at Yahoo! Autos
The 2009 CX-9 is a 4-door, 7-passenger sport-utility, available in 6 trims, ranging from the Sport FWD to the Grand Touring AWD. Upon introduction, the Sport FWD is...
RoadandTrack.com --- First Drives - First Drive: 2007 Mazda CX-9 (11/2006)
First Drive: 2007 Mazda CX-9. Style, Excellent Utility — And A Little "Zoom-Zoom" By Jim Hall ... carrying the Mazda DNA over to the CX-9," says Executive ...
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