The Power of Specifications

I loved this study highlighted at The Online Photographer:

In an initial experiment, Christopher Hsee and colleagues asked 112 students to choose between one of two hypothetical cameras: one boasted better resolution, the other having superior vividness. Based on sample photos taken by the two cameras, but without detail on the precise resolution specs, most participants (74 per cent) chose the camera that took more vivid photos. By contrast, when given the resolution specs as well as the sample photos, many more participants chose the camera with higher resolution.

Moreover, participants were influenced by the same information being presented differently – in this case they were particularly swayed by the ratio of the resolution stats. When resolution was described in terms of total dots (thus conveying a larger ratio difference), 75 per cent of participants chose the superior resolution camera compared with just 51 per cent when given the relative resolution specs in terms of the number of diagonal dots (conveying a smaller ratio difference).

-Research Digest Blog

Not a real shocker, we consumers are controlled by the numbers game, but we might be better guided by more subjective measures.

Sadly, this will only end with a 30 megapixel Canon EOS 60D.

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