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Why thrill really lies in chasing the hottie

London , Thu, 23 Feb 2012 ANI

London, Feb 23 (ANI): Journey towards the goal is usually more exciting than the end result, a new study including Indian origin researcher has revealed.


Some men seem to only get a sense of fulfilment from the effort they put in to achieve the goal- be it to get the girl or simply the latest must-have gadget, according to a new research.


When a group of men were shown a clear image of a woman compared with a blurry one, some admitted to being more attracted to a little blurry photo, as this made the woman appear less attainable.


But it is not the case for everyone as those who had such a reaction were self-confessed 'smooth talkers', compared with the 'shy gawkers' who chose the clear image.


Another test found that some had a higher preference for products hidden at the back of a shelf, or ones they had to cross town to get, even if it was available locally. These were the self-confessed 'smart shoppers', the Daily Mail reported.


And those who portrayed themselves as 'pioneers' rather than 'followers' donated more to charity when the collection box was moved four feet further away from them.


However, when the researchers directed people's attention to the pointless nature of their efforts, they no longer valued the outcomes associated with the pointless effort.


"To get the best outcomes or products, people usually have to expend effort," Dr Aparna Labroo, Associate Professor of Marketing, said.


"This relationship between effort and value is so closely associated in a consumer's mind that wanting the best outcomes automatically results in increased preference for any outcome associated with effort, even pointless effort."


Dr Labroo along with colleague Sarah Kim, from the University of Chicago carried out a series of studies to try and evaluate why people think the extra effort is worth it.


"So the next time you find yourself chasing that hottie, or you find yourself reaching to get a product way back on a shelf, pause for a moment and consider whether the outcome is really worth your effort," Prof Labroo added.


The study has been published in the Journal of Consumer Research. (ANI)


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