In the end, it’s useful to remember that it’s simply not possible for everyone to be correct in believing that products work better for others, yet our studies show that people reach this conclusion. We buy books for the pleasure or knowledge we expect them to impart, creams for the lines they will hopefully erase, and cooking classes to acquire new skills. Do these products work? When we buy them for ourselves, we hope so. When we buy them on behalf of others, we know so. If this sounds discouraging, take comfort in the abiding truth that when you believe others will benefit more from these products, everyone else feels exactly as you do.
-Dr. Polman is an associate professor of marketing at the Wisconsin School of Business at the University of Wisconsin-Madison.