Why Expensive Feels Good and Cheap Feels Bad, Lets decode the buying behavior psychology:

If you’ve ever found yourself shopping for a gift (or anything, really), you’ve probably faced a decision where the price tag is your main guide. I did just that recently, and what happened next made me realize how much our brains love shortcuts — especially when we don’t know much about a product.

I was on the hunt for the perfect gift, and like any budget-conscious shopper, I started with price. I found something that was well within my budget and thought, “This expensive one must be great! Expensive equals good, right?” It’s a shortcut our brains love to take: we assume a higher price means higher quality.

The Plot Twist

But then came the plot twist. After selecting the product, I did what we all should do — read the reviews. And… they were disastrous. People were not happy with their purchase. The excitement I felt about my “perfect” gift quickly deflated.

At that moment, I realized I’d almost made a costly mistake. Imagine gifting a product that would have caused frustration for the recipient. Not only would I have wasted my money, but I’d also be dealing with the dreaded “gift regret” from the person receiving it.

The “Cheap” Dilemma

Undeterred, I moved on to another option. This one was cheaper — way cheaper. Now, my brain had already settled into its dramatic way of thinking: “Cheap means bad,” it screamed. Yet, the reviews for this product were the opposite of the pricey one: glowing, positive feedback. It was almost too good to be true.

Why Do We Do This?

This experience got me thinking about the shortcuts our brains take when we’re unfamiliar with a product. When we don’t have all the information, we rely on what we think we know. In this case, price has become a stand-in for quality.

It’s an easy shortcut — expensive = good — and businesses know it. Some brands hike up their prices, creating an illusion of luxury, even when the product is far from exceptional. As consumers, we fall for this bias because our brains look for the simplest, quickest solution when faced with a decision.

The Moral of the Story

Here’s the kicker: just because something is expensive doesn’t mean it’s good, and just because something is cheap doesn’t mean it’s bad. Our brains, however, don’t always give us the tools to make smarter choices. That’s why it’s essential to dig deeper than price tags. Read reviews, compare products, and do your homework before clicking “Buy Now.”

Not only will your wallet thank you, but so will the person receiving that gift.

The Takeaway?

Don’t let price be your only guide. Whether you’re shopping for a gift, making business decisions, or considering any purchase, don’t let your brain take shortcuts that could cost you. Do your research, read the fine print, and make informed choices. Your purchases — and your peace of mind — will be much better off for it. 😊