Does the planned obsolescence influence consumer purchase decisions? The effects of cognitive biases: bandwagons effect, optimism bias on consumer behavior
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2018-06
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Dana, Samy
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Last year, was watched more scandals evolving a technology giant accused to apply a dishonest practice called Planned Obsolescence, which, according to some consumer’s protection organization would raise its company profits and breach consumer’s rights. Countries as the U.S, Italy and France are fighting against its practice and other reason to its battle is the reduction of electronic waste. But regarding to purchase decision would any company have power enough to make someone buy their product, in this case mobile device, just slowing down its performance? To assess consumer behavior and purchase decision a survey with 358 Brazilians was conducted for four weeks. The main goal was to understand which cognitive biases can drive consumer to perceive planned obsolescence and if its planned obsolescence is a fundamental factor for purchase decision. The participants were divided into control group and treatment group. The control group receives a survey with generic questions and the treatment group received questions that suggested cognitive bias influences as Optimism bias, Present bias and Bandwagon effect. The results of this study show no significant impact related to the planned obsolescence in the classical conception (what has been disclosed by the media in last years) primarily with individuals between 40-60 years, but show a significant impact regarding to perceived psychological obsolescence with individuals younger than 40 years. The actual Brazilian economic scenario can explain the conservative behavior in the older age group. On the other hand, the need of acceptance and feeling of belonging which is one of some characteristics of bandwagon effect phenomena drive the behavior of the younger age group.