Consumers often decide to buy an item before having a chance to try it out. In this scenario, they tend to prefer products with more features.

However, a study from the December issue of the Journal of Consumer Research expands our understanding of the differences between direct experience and indirect experience. Rebecca W. Hamilton (University of Maryland) and Debora Viana Thompson (Georgetown University) reveal that once consumers actually try products, their preferences shift from the item with the most bells and whistles to the one that is easiest to use.

Test-drive: Using a product before buying it changes what you want