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$2,000: The price of getting a PS3 four days before anyone else
Here’s a lovely, intriguing — and, in keeping with the holiday spirit, totally depressing — bit of holiday research: It turns out that the more familiar you are with your spouse or partner, the more likely you are to buy gifts they hate!
That’s the result of an intriguing study recently done by Davy LeRouge and Luk Warlop (PDF link), two European professors of marketing. They took a few hundred couples, showed them pictures of furniture sets, and asked them to predict which ones their partners would like. Sometimes the people simply had to guess; in other situations, the experimenters would help them out by telling them which furniture settings their partners themselves had picked. And then the researchers also asked the subjects to predict which furniture settings would please a total stranger.
The result? People were pretty good at predicting the likes and dislikes of total strangers — yet astonishly crappy at figuring out the preferences of their closest and dearest partners. And when they were given new information about which furniture their partners picked for themselves? It didn’t help. They were still better at picking gifts for total strangers than for their loved ones.
Why? Possibly, the professors theorized, because when we’re very familiar with our spouses it can be hard to separate our own preferences from theirs. We mistake things we’d like for things they’d like. Also, we tend to cherish hidebound ideas about what our partners are like, and we’re unable to step outside those assumptions — even when our partners themselves give us fresh, new information. When we face down strangers, we have none of those biases and thus are able to more clearly see them as they are.
Our findings reveal that being familiar with the person for whom you are predicting the product attitudes is a burden rather than an advantage, mainly because it prevents people from taking full advantage of newly provided information about that person’s product attitudes … Further evidence shows that it is the extensive amount of vivid information that the predictors hold about familiar others that prevents them from selecting more valid prediction cues.
Deck the halls. Mind you, maybe these sorts of errors are propping up the world economy. Think of it this way: What you really want is a new pair of jeans … but instead, your partner thoughfully buys you a bunch of CDs of bands that he likes and you loathe. So you go out after the holidays and buy the jeans yourself. Essentially, there have been two rounds of gift-buying: Your partner’s addled, narcissistic purchase of crap you don’t want, and your own purchase of things you’d actually like. Double the spending — double the boost to the economy! And double the landfill!
I'm Clive Thompson, a writer on science, technology, and culture. This blog collects bits of offbeat research I'm running into, and musings thereon.
Currently, I'm a contributing writer for the New York Times Magazine and a columnist for Wired magazine. I also write for Fast Company and Wired magazine's web site, among other places. Email or AOL IM me (pomeranian99) to say hi or send in something strange!
The “Milky Way Transit Authority” map
Should automobile software be open-sourced?
My Bookforum review of Jaron Lanier’s “You Are Not A Gadget”
Molecular secrets of the “iron-plated snail”
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January 31, 2010 » 07:29 PM
V. A. To me death seems to be an evil.
M. What, to those who are already dead? or to those who must die?
A. To both.
M. It is a misery, then, because an evil?
A. Certainly.
M. Then those who have already died, and those who have still got to die, are both miserable?
A. So it appears to me.
M. Then all are miserable?
A. Every one.
January 24, 2010 » 03:22 PM
One of the more interesting trends is family, which came in at number five. Specifically, discussion about family, moms, dads, daughters, etc. jumped during 2009. With Facebook users getting older, this isn’t a big surprise. However, the fact that the mention of “kids” jumped by a factor of five this year is rather dramatic. It’s tough to know what this means, though. (via Facebook Unveils Most-Mentioned Topics of 2009
)
January 15, 2010 » 01:36 PM
BEYOND AWESOME. They are announcing a recall of the Plush Uterus “due to a potential choking hazard for children”. To apply for it, “Please send an email to the address below with the subject line, ‘UTERUS OPT OUT’”.
January 14, 2010 » 10:04 PM
“To order, please TYPE “YES” IN CHECKBOX BELOW TO AGREE YOU UNDERSTAND THIS PLUSH MUST BE KEPT AWAY FROM KIDS (it is a sex organ, after all). If it is not checked, WE WILL NOT SEND THE UTERUS.” (via @ibogost)
January 11, 2010 » 01:45 PM
I watched Space: 1999 back in the day, but I swear to god I do not remember this scene.
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