Price comparison prevention
DEFINITION
Price comparison prevention makes it difficult to compare two products so users can’t make an informed decision
DEFINITION
Price comparison prevention makes it difficult to compare two products so users can’t make an informed decision
DEFINITION
Price comparison prevention makes it difficult to compare two products so users can’t make an informed decision
1
Purpose
The purpose of price comparison prevention is to entice users to buy a product or avoid a product.
2
Psychological principles
This pattern uses the psychological principle of decision paralysis.
3
Prevention
To prevent price comparison prevention, perform independent research and don't assume anything based on what's left unsaid.
The five types of price comparison prevention
Price comparison prevention restrains users’ freedom of choice by leaving out essential information. This leads users to make poor purchases, often resulting in higher expenditures, dissatisfaction, and regret.
Omitting information. This is the most cut-and-dry of the five. Companies may withhold information if they think it would influence users’ decisions in a certain way.
Jargon or vague language. Using overly complicated words (look at any terms and conditions policy for examples) or vague language shatters comprehension. If you’re talking with friends, using the vocabulary of an 18th-century professor will probably leave them confused. Using jargon or vague language also disproportionately affects those with learning disabilities or non-native English speakers.
Separating relevant information. Deliberately scattering relevant information like a deranged scavenger hunt increases the time and cognitive load that users need to invest to be properly informed. This usually manifests as complex sub-pages or drop-downs.
Distracting information. Using critical page real estate for irrelevant information distracts users from truly useful information.
Bundling. Bundling products and services can make it difficult for users to measure the worth of these products individually. This is especially taxing when bundled and single-product options are available.
Price comparison prevention restrains users’ freedom of choice by leaving out essential information. This leads users to make poor purchases, often resulting in higher expenditures, dissatisfaction, and regret.
Omitting information. This is the most cut-and-dry of the five. Companies may withhold information if they think it would influence users’ decisions in a certain way.
Jargon or vague language. Using overly complicated words (look at any terms and conditions policy for examples) or vague language shatters comprehension. If you’re talking with friends, using the vocabulary of an 18th-century professor will probably leave them confused. Using jargon or vague language also disproportionately affects those with learning disabilities or non-native English speakers.
Separating relevant information. Deliberately scattering relevant information like a deranged scavenger hunt increases the time and cognitive load that users need to invest to be properly informed. This usually manifests as complex sub-pages or drop-downs.
Distracting information. Using critical page real estate for irrelevant information distracts users from truly useful information.
Bundling. Bundling products and services can make it difficult for users to measure the worth of these products individually. This is especially taxing when bundled and single-product options are available.
Price comparison prevention restrains users’ freedom of choice by leaving out essential information. This leads users to make poor purchases, often resulting in higher expenditures, dissatisfaction, and regret.
Omitting information. This is the most cut-and-dry of the five. Companies may withhold information if they think it would influence users’ decisions in a certain way.
Jargon or vague language. Using overly complicated words (look at any terms and conditions policy for examples) or vague language shatters comprehension. If you’re talking with friends, using the vocabulary of an 18th-century professor will probably leave them confused. Using jargon or vague language also disproportionately affects those with learning disabilities or non-native English speakers.
Separating relevant information. Deliberately scattering relevant information like a deranged scavenger hunt increases the time and cognitive load that users need to invest to be properly informed. This usually manifests as complex sub-pages or drop-downs.
Distracting information. Using critical page real estate for irrelevant information distracts users from truly useful information.
Bundling. Bundling products and services can make it difficult for users to measure the worth of these products individually. This is especially taxing when bundled and single-product options are available.
Behind the pattern
Decision paralysis. Decision paralysis occurs when people are provided too many options or the options that are provided are so complex that it short-circuits their ability to make a straightforward decision.
Decision paralysis. Decision paralysis occurs when people are provided too many options or the options that are provided are so complex that it short-circuits their ability to make a straightforward decision.
Decision paralysis. Decision paralysis occurs when people are provided too many options or the options that are provided are so complex that it short-circuits their ability to make a straightforward decision.
How to protect yourself
Perform independent research. To avoid the pitfalls of price comparison prevention, conduct independent research on what you’re getting and how it compares to similar products.
Don’t assume. Understand what’s important for you when buying the product and if you aren’t sure whether the product you are viewing has it, assume it doesn’t.