Like having both an angel and a devil whispering advice in our ears, consumers often wrestle with the "want" versus "should" decision. Yes, I want to purchase that chocolate bar, but I should snack on granola instead. Yes, I want the gleaming red Ferrari, but given my budget, I should purchase the used Toyota Camry.
[This article was provided with permission from Harvard Business School Working Knowledge.]
Want v/s Should. I like that title. It is the most often made decision in any walk of life. A contrasting example though could be : I want to study at Harvard but get to study at my local university due to a variety of reasons. In this case, \"Should\" does not necessarily mean the better choice. \"Want\" is a more studied and sought out choice, not a compulsive immediate thought. Nevertheless, In online retail, by the very nature of the medium, it is a time-saving exercise for time-pressed people, who would rather spend their spare time on something more worthwhile than buying groceries. While in-person buying of groceries, you may give in to the temptations of the vivid displays of the products (which includes unwanted veggies too), but online shopping does ensue a sense of calm in the shopper. The online shopper is aware that he can always abandon the exercise without having to give a second look at the attendant in the shop. This very peace of mind helps the online shopper to take saner (\"Should\") decisions along with any of the impluse (\"Want\") decisions. Jayshree Co-founder sweetcouch.com
on May 11, 2013