Why Some People Are Drawn to Buying the Latest Gadget
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Why Some People Are Drawn to Buying the Latest Gadget

A study suggests that the reason why some people are early adopters isn’t what you may think

By LISA WARD
Tue, Nov 1, 2022 8:47amGrey Clock 2 min

Why do some people buy the latest tech gadgets?

The conventional wisdom often says it is mainly to signal status or power. But, according to a recent study, that isn’t always accurate. Instead, the study found, tech lovers often buy the latest gadget because they want to learn about new technologies. For these purchasers, new gadgets can help foster personal growth and even make them feel more competent.

In one part of the study, participants who described themselves in a survey as loving tech gadgets were about 3.5 times more likely to say they tend to buy tech gadgets for learning’s sake rather than for other reasons, like signalling status, connecting to others or feeling powerful or unique.

In another test of whether learning is an important purchase motivator for tech-gadget lovers, participants in the study were asked to evaluate an advertisement for a ring with a biometric tracker. Participants were shown one of five ads, each emphasising one of the following five reasons to buy the product: learning, status, connection, power or feeling unique. Tech-gadget lovers showed a preference for the ads emphasising learning.

“Tech-gadget lovers seem to have an intrinsic love of learning about technology,” says Justin McManus, a study co-author and an assistant professor at Dalhousie University in Nova Scotia, Canada. Prof. McManus adds that this suggests buying gadgets can be more meaningful than what is typically thought to be true.

The findings could have practical implications for marketers of technology. For instance, marketers might want to encourage customers to more actively engage and learn about their products, Prof. McManus says. That could mean creating online tutorials or games where customers learn how to use products in less intuitive ways and better understand how new technologies work.

The main part of the study looked at the relationship between loving gadgets and personal growth. The authors hypothesised that gadget lovers who showed a tendency to challenge and absorb themselves in various tasks would be more likely to experience personal growth as a result of a new-gadget purchase than gadget lovers who tended to focus more on seeking out pleasure.

To test their hypothesis, the authors asked participants to rate themselves on their fondness for gadgets, level of engagement with daily tasks, propensity for personal growth and overall feelings of competence.

The results suggested that gadget lovers who rated themselves more highly engaged were those who experienced the most personal growth. Similarly, gadget lovers with the lowest personal-growth scores were often those who rated themselves less engaged.

Prof. McManus says the results suggest having an overall sense of competency could help explain why gadget lovers experience personal growth from buying the latest devices. These participants, he says, were more likely to feel capable, accomplished and skilful.



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‘Are There Any Parisians Left?’ The Olympics Have Residents Fleeing the City.
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As Paris makes its final preparations for the Olympic games, its residents are busy with their own—packing their suitcases, confirming their reservations, and getting out of town.

Worried about the hordes of crowds and overall chaos the Olympics could bring, Parisians are fleeing the city in droves and inundating resort cities around the country. Hotels and holiday rentals in some of France’s most popular vacation destinations—from the French Riviera in the south to the beaches of Normandy in the north—say they are expecting massive crowds this year in advance of the Olympics. The games will run from July 26-Aug. 1.

“It’s already a major holiday season for us, and beyond that, we have the Olympics,” says Stéphane Personeni, general manager of the Lily of the Valley hotel in Saint Tropez. “People began booking early this year.”

Personeni’s hotel typically has no issues filling its rooms each summer—by May of each year, the luxury hotel typically finds itself completely booked out for the months of July and August. But this year, the 53-room hotel began filling up for summer reservations in February.

“We told our regular guests that everything—hotels, apartments, villas—are going to be hard to find this summer,” Personeni says. His neighbours around Saint Tropez say they’re similarly booked up.

As of March, the online marketplace Gens de Confiance (“Trusted People”), saw a 50% increase in reservations from Parisians seeking vacation rentals outside the capital during the Olympics.

Already, August is a popular vacation time for the French. With a minimum of five weeks of vacation mandated by law, many decide to take the entire month off, renting out villas in beachside destinations for longer periods.

But beyond the typical August travel, the Olympics are having a real impact, says Bertille Marchal, a spokesperson for Gens de Confiance.

“We’ve seen nearly three times more reservations for the dates of the Olympics than the following two weeks,” Marchal says. “The increase is definitely linked to the Olympic Games.”

Worried about the hordes of crowds and overall chaos the Olympics could bring, Parisians are fleeing the city in droves and inundating resort cities around the country.
Getty Images

According to the site, the most sought-out vacation destinations are Morbihan and Loire-Atlantique, a seaside region in the northwest; le Var, a coastal area within the southeast of France along the Côte d’Azur; and the island of Corsica in the Mediterranean.

Meanwhile, the Olympics haven’t necessarily been a boon to foreign tourism in the country. Many tourists who might have otherwise come to France are avoiding it this year in favour of other European capitals. In Paris, demand for stays at high-end hotels has collapsed, with bookings down 50% in July compared to last year, according to UMIH Prestige, which represents hotels charging at least €800 ($865) a night for rooms.

Earlier this year, high-end restaurants and concierges said the Olympics might even be an opportunity to score a hard-get-seat at the city’s fine dining.

In the Occitanie region in southwest France, the overall number of reservations this summer hasn’t changed much from last year, says Vincent Gare, president of the regional tourism committee there.

“But looking further at the numbers, we do see an increase in the clientele coming from the Paris region,” Gare told Le Figaro, noting that the increase in reservations has fallen directly on the dates of the Olympic games.

Michel Barré, a retiree living in Paris’s Le Marais neighbourhood, is one of those opting for the beach rather than the opening ceremony. In January, he booked a stay in Normandy for two weeks.

“Even though it’s a major European capital, Paris is still a small city—it’s a massive effort to host all of these events,” Barré says. “The Olympics are going to be a mess.”

More than anything, he just wants some calm after an event-filled summer in Paris, which just before the Olympics experienced the drama of a snap election called by Macron.

“It’s been a hectic summer here,” he says.

Hotels and holiday rentals in some of France’s most popular vacation destinations say they are expecting massive crowds this year in advance of the Olympics.
AFP via Getty Images

Parisians—Barré included—feel that the city, by over-catering to its tourists, is driving out many residents.

Parts of the Seine—usually one of the most popular summertime hangout spots —have been closed off for weeks as the city installs bleachers and Olympics signage. In certain neighbourhoods, residents will need to scan a QR code with police to access their own apartments. And from the Olympics to Sept. 8, Paris is nearly doubling the price of transit tickets from €2.15 to €4 per ride.

The city’s clear willingness to capitalise on its tourists has motivated some residents to do the same. In March, the number of active Airbnb listings in Paris reached an all-time high as hosts rushed to list their apartments. Listings grew 40% from the same time last year, according to the company.

With their regular clients taking off, Parisian restaurants and merchants are complaining that business is down.

“Are there any Parisians left in Paris?” Alaine Fontaine, president of the restaurant industry association, told the radio station Franceinfo on Sunday. “For the last three weeks, there haven’t been any here.”

Still, for all the talk of those leaving, there are plenty who have decided to stick around.

Jay Swanson, an American expat and YouTuber, can’t imagine leaving during the Olympics—he secured his tickets to see ping pong and volleyball last year. He’s also less concerned about the crowds and road closures than others, having just put together a series of videos explaining how to navigate Paris during the games.

“It’s been 100 years since the Games came to Paris; when else will we get a chance to host the world like this?” Swanson says. “So many Parisians are leaving and tourism is down, so not only will it be quiet but the only people left will be here for a party.”

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