Feature-Positive Effect – What’s Similar?

Look closely; can you tell how the words in the series are connected? 

• Series 1: Growl, Towel, Prowl, Foul, Howl
• Series 2: Maize, Close, Freeze, House, True
• Series 3: Pygmy, Shy, Hymn, Dry, Gypsy

Hold on to your answers, and you can verify them later! 

Learn what the feature-positive effect is, how it can lead you astray, and how to avoid it in your life.

Understanding the Feature-Positive Effect

The feature-positive effect is a phenomenon where people learn better when two things are presented together rather than when one thing is missing and the other is present.

It is easier for them to understand the relationship between two things when both are present. This tendency can lead people to make decisions based on incomplete information or value judgments that need to be fully thought out.

The feature-positive effect is particularly relevant in an age where opinions and ideas are rapidly shared online without any detailed consideration of their accuracy or implications.

This can be seen with how travel agencies; use their effective marketing as a game changer for some of their debatable holiday packages. They tend to highlight only the unique features and benefits of the destination tours in a positive light.

Suppose the destination has received negative media attention for safety concerns. Those facts would be ignored, and the focus would be on the positive aspects, such as its rich cultural history or stunning natural beauty and other attractions.

By taking this approach, travel agencies can effectively market their packages in a way that resonates with potential customers and addresses any doubts or hesitations, ultimately leading to increased sales!

Essentially, this bias creates a tunnel vision, where one feature is highlighted at the expense of other pertinent factors omitted from the decision-making process, thus deviating your thinking.

Exploited And Exploiters

Individuals who tend to overlook or disregard certain features when making decisions or are easily influenced by persuasive arguments that align with their interests are commonly susceptible to experiencing the feature-positive effect.

People who exploit this cognitive bias tend to manipulate others by exaggerating specific aspects of an argument while ignoring or downplaying other significant factors. This way, they can influence people to make choices without comprehending the complete consequences.

Day-To-Day Feature-Positive Effect

1. A car salesman promoting the features of a car but omitting any mention of its reliability problems.
2. An apartment ad that showcases beautiful photos and ignores issues like inadequate insulation or other maintenance problems.
3. A restaurant featuring a long list of delicious food options, not to mention its poor hygiene standards.
4. A cosmetics company is advertising the perfect skin you could achieve with their products without disclosing all the chemicals they use in their formulas.

Recognizing When You Are Slipping Into The Feature-Positive Effect Trap

One way to identify if you are falling into the “Feature-Positive Effect” trap is by double-checking the provided information. If something sounds too good to be true, it’s important to further question its accuracy and research.

Additionally, it’s helpful to carefully read reviews from people who have used the product or service to get a fuller picture of what you’re getting yourself into.

Finally, getting a second opinion from someone who isn’t trying to make a sale can also be beneficial in confirming that features are as advertised.

Overcoming the Feature-Positive Effect

• Understand the true value of a product by researching and comparing prices for similar items.
• Evaluate the features of a product individually to assess their usefulness instead of focusing on the total number of features.
• Ask questions when purchasing something to uncover potential hidden costs or misleading information about an item’s features.
• Set limits on how much you are willing to spend before making any purchase decisions.
• Take time to read reviews from previous customers before purchasing an item to identify potential pitfalls or unadvertised issues with the product or service.
• Assess your needs and preferences to determine if a particular feature is necessary or beneficial in the long run.
• Consider investing in quality products that will last longer, even if they cost more upfront, since they may ultimately save money in the long run due to fewer required replacements or repairs.

Final Thoughts

Remember the riddle we asked you in the beginning? Could you spot the similarity in the three series of words?

It is difficult to notice when something is missing compared to when it is there. This means we focus more on things that are present rather than those that are absent.

The feature-positive effect encourages us to focus on desirable features when making decisions, enhancing our overall satisfaction and positive outlook. However, this approach may also lead us to overlook important drawbacks, potentially resulting in disappointment. 

Finally 

The feature-positive effect can be a useful tool; we should also be aware of its potential to be used for manipulation. It is for us to stay positive but keep our eyes open. We hope you had a good read! And do subscribe to our newsletter for more on cognitive bias.

Reference

The above article is based on the book Thinking Clearly; this article is here to help us learn and understand how our minds can be tricked by something called cognitive biases.

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