There is a neuroeconomics critique of Big Box Sets. So much of the pleasure of a purchase lies in the anticipation of the buy rather than the having. The anticipatory pleasure of a Big Box Set, no matter how large, is not so much greater than the anticipatory pleasure from a single CD. Yet once you own a large box it sits around. You can't listen to the CDs all at once. They start to feel "stale," and then you go out and want that anticipatory fix again. Bryan Caplan aside, the anticipatory pleasure of "listening to the seventh CD in the box" is somehow not the same.Are there any other examples of this phenomenon where you buy smaller packages to get more enjoyment out of actually buying them?
There is also the other issue where people buy huge packages of stuff at Costco and Sam’s Club when they most likely won’t use the whole box. Maybe because there is no “anticipatory pleasure” from buying lots of small packages of granola bars and socks (or at least not enough to outweigh the cost savings).
8 comments:
I would have to agree with this idea because my little brother is a perfect example of one of these consumers. Last christmas he bought me the Rocky complete series and i have yet to watch it once. He thought that this "special" set would be better than any other. He also loves to buy many gatorades at Costco...he then has to drink two inorder to fulfill his thirst. He would definetly fall into this catigory.
-Drew
i meant to say mini gatorades not many ..ha sorry
-Drew
I somewhat disagree with this idea of not using the "larger boxsets".
My family and I shop at Sam's Club. We overtime save money on whatever we buy there by buying the larger "better value" packages and use them until they are finished. This also saves on the trips to the store every week. When it comes down to packages of mutiple CDs by an artist, I think that it's worth it if and only if you really love the artist or band. I have a five pack CD set of one of my favorite artists and it was probably the best thing I've ever bought. I've already listened to all of the CD's and still do.
-Danielle Lunetta
I think that many people do not like buying box sets because they enjoy the instant gratification that that one cd immediately gives. Our society is so based upon instant gratification that it is largely becoming a consumer society. A single cd has more impact on someone than does a box set because, as a big fan of the band, you can largely say that you own all the cds that that band has ever made. After buying that one particular cd you will most likely listen to every song multiple times before it gets "stale". With a box set you dont feel like a true fan and will most likely not listen to the whole cd because you could just as easily switch to the next one. One cd is unique whereas a box set is simply one big cd with the same coverart etc.
-Austin Lintault
If it is an artist i really like buying a big box set would be a good idea because the cd's will never get 'stale'. If a cd comes out that is not in a set I will probably not have the patience to wait and getting the new cd i guess gives me my 'anticipatory fix'. Buying cds one by one is not a smart idea but i agree people do it because it is more exciting. At the same time, buying a box of gum that is enough to last me the whole year is fun. My family are fans of big box sets, and the anticipatory pleasure of buying lots of packages of things such as toilet paper or socks is not nearly enough to outweigh the cost savings or the many trips they need to make.
^ Kate
I totally agree with this idea. I would much rather buy many little things than one big thing; cost-wise this might not make sense, but pshcologically, it just feels better. It is like Christmas--if you just got one extremely big present, then you wouldn't get the joy of opening all the little, worthless presents you get...it is kind of like the thrill of just opening all those presents. However, economically, it does make sense to buy in bulk--my family is obsessed with costco...we have two full boxes of trail mix bars that are eaten rather slowly; however, this saves us money because we dont buy a bunch of little boxes at publix, which is more expensive overall. Lastly, some things are just annoying to have to go out and buy--i have a 15-pack box of orbit gum in my closet because it is something i always run out of--its cheaper to buy in bulk, and it is more convienent--i think this idea depends on the item and its usage.
--Alena
The Christmas thing really does apply, Alena, because you anticipate it so much that you don't want to waste all that anticipation on just one thing--even if is just the summation of everything else that you would buy individually. And more than that, not all box sets are a good deal anyway--byuing all of the Harry Potter books in paperback together I think is actually $5 more than just buying them separately, and you're probably not going to read them all or watch every DVD in a box set in one night either (like Drew said). So I guess I understand why most people don't buy moer of them.
-Carrie
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