First you’ll think about what you want. Or maybe something prompts you to think that you want “it”.
You might decide upon some criteria of the things it needs to have, or requirements it needs to meet. Then you’ll start researching.
You might speak to friends and family – people who might have bought that thing and get their opinion, or even a referral.
You’ll go online and do your own research. You’ll read the product marketing, the glossy brochures, the snazzy videos – this will excite you, but part of you will remain suspicious, it is after all marketing to get you to buy. But hey – everyone seems to be buying it so it must be good. Even the independent reviews show it in their “Top 10 for 2016”.
You’ll read some “independent” reviews, news articles, opposing views, forums, etc. But you’ll always have a doubt. Were the bad ones ‘bad’ because someone was biased against them, were the good ones ‘good’ because they were paid…?
Finally you’ll look at the ratings. You might trawl Amazon, read the reviews from people like you who have used the product, seen what they liked, didn’t like.
You’ll then assess it all, pick one and buy it.
You’ve probably spent the better part of a few full days before you took out your wallet, took out your card, and paid.
So the question is –
Why do any different when choosing an international charity to donate your money to? Why does the emotive marketing outweigh end user opinion?