Nudge of the Week: How to Avoid the “Too Good to be True” Bias

If you’re selling something that’s cheaper than what your competitors are offering, consumers are going to assume that it’s not going to be as good. People are used to thinking that if they want a good product, you have to pay a more money for it.

But as we know from the computer industry, it’s possible for something to get better and also cheaper. So what’s the lesson? Detail exactly what your specifications are. Computers list all their components, so that making comparisons between models is easy.

If you’re offering something cheaper and better, make sure to detail what it is that’s allowing you to sell for less than your competitors.