Why Some People Are Drawn to Buying the Latest Gadget

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.

Klaus Busse would like you to close your eyes and imagine yourself behind the wheel of a Maserati. Picture the GranTurismo, which launched in Australia in 2024. Where do you see yourself? Chances are, Busse suggests, it’s not during the school pick-up or commuting to the office.

“You’re probably on a wonderful road in Tuscany, or Highway 1, or you’re going to a red carpet event,” says Busse, who holds the enviable title of Head of Design at Maserati, the iconic Italian car manufacturer. “Basically, it’s about emotion.”

At the luxury end of the market, the GranTurismo Coupe—priced between $375,000 and $450,000—is designed to transform the driving experience into something extraordinary. For Busse and his team, these “sculptures on wheels” are not just status symbols or exhilarating machines but expressions of pure joy. Their mission is to encapsulate that feeling and translate it into their cars.

“I really feel the responsibility to create emotion,” he says. “We have a wonderful word in Italy: allegria, which is best translated as ‘joyful.’ Our job as a brand is to lift you into this area of joy, perfectly positioned just short of ecstasy. It’s that tingling sensation you feel in your body when you drive the car.”

Even as 60 percent of the world’s population now lives in urban areas, Maserati’s design ethos captures the essence of “everyday exceptional.” Whether navigating city streets or open roads, a Maserati turns heads without being ostentatious or aggressive. “I’ve driven these cars all over the world, and no matter where I go, people smile at me and give a thumbs-up,” says Busse.

Since joining Maserati in 2015, Busse has reimagined and redefined the brand, steering his team through the reinvention of classic models and the transition to electric vehicles. Iconic designs like the Fiat 500, which entered the EV market in 2020, serve as a testament to Maserati’s ability to blend tradition with innovation.

Unlike other luxury car brands, Maserati embraces radical change with new designs every 10 to 15 years. Busse loves connecting with fans who follow the brand closely. He explains that each Maserati model reflects a specific era, from the elegant 35GT of the 1950s to the wedge-shaped designs of the 1970s and the bold aesthetics of the 1980s.

“I often ask fans, ‘What is Maserati for you?’ because their responses tell me so much about how they connect with the brand,” he shares.

Inspired by legendary Italian designer Giorgetto Giugiaro, Busse balances tradition with modernity in his designs. As Giugiaro once told him, “We always do the best in the moment.” This philosophy resonates deeply with Busse, who believes in honouring the past while embracing future possibilities.

Through advances in technology, techniques, and societal trends, Busse ensures Maserati remains at the forefront of automotive design. For him, the creative process is more than just a job—it’s a way to create joy, connection, and timeless elegance.

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

Ever wondered what it takes to create a car like the Maserati? Meet the German designer taking on an Italian icon.