The Dark Side of Product Comparisons That Are Costing You $1000+ a Year

How My Lawn Mower Purchase Turned into a Psychology Lesson about Distinction Bias

Yesterday, my lawn mower finally gave up on me. That meant I needed to buy a new one. What I thought would be a straightforward task turned into a time-consuming ordeal.

Standing in the humongous hardware store, I found myself surrounded by hundreds of lawn mower models, and unknowingly, I started scrutinizing every tiny difference between models. Cutting height settings, handle grip designs, self-propulsion, energy efficiency features, and even the supposed ergonomic advantages - every detail suddenly seemed crucial. 

Yet, my old mower - a cheaper, no-frills model - had done a perfectly fine job. It cut the grass without any flair but with dependable simplicity. So why was I suddenly obsessing over these micro-distinctions?

I wasn’t alone in this. The dilemma and confusion I faced is all too familiar to anyone who has spent hours comparing smartphones, laptops, or even everyday household items. We fall into the trap of distinction bias, a concept Nir Eyal describes in his insightful article on decision-making. Funnily enough, it also mentions an example of lawn mower purchase.

Understanding Distinction Bias

Distinction bias, in simple terms, is the tendency to focus on differences between options when we evaluate them side by side, even if those differences don’t matter in real-life usage. Psychologically, this bias is powerful because our brains love making distinctions and comparisons. We are wired to think that more choice and more detail lead to better decisions, but that isn't always the case.

Nir Eyal explains that our brains are not always equipped to see through this fallacy. When presented with two or more options simultaneously, even slight distinctions in features can feel exaggerated. The result? We often make decisions based on details that, in isolation, wouldn’t impact our satisfaction or experience.

The Buying Experience

Standing in front of rows of shiny new lawn mowers, I got lost in the comparisons. One model promised a more refined cut thanks to its “special blade technology” while another boasted an advanced self-propel system that could apparently glide across the yard. A third had a longer run time (because there were two batteries - who the hell are you trying to fool?).

Look, I enjoy gardening, and handywork. When I go to this big hardware store, I feel like a kid in a candy store.So, naturally I began to imagine how each of these features might make my lawn mowing more enjoyable. Stop laughing please!

Then I caught myself thinking: Was a lawn mower with a self-propulsion going to transform my mowing experience? Would “patented blade technology” really make my yard look better, or was it just clever marketing? The reality was that these incremental benefits wouldn’t change much in my day-to-day life. I was getting sucked into distinction bias.

Breaking Out of the Trap

Once I recognized what was happening, I shifted my perspective. Instead of making side-by-side comparisons, I asked myself a simple question: “What do I really need from a lawn mower?” My answer was straightforward: a tool that is reliable, is easy to handle, has good reviews and is not costly.

With that mindset, I selected a model that, while not the best, fit my needs. It came with a longer warranty, so another simple logic was, if it goes bad in 2 years, I can simply get a new one as a replacement for free. Easy done! 

It’s not easy to break free from distinction bias, because that requires conscious effort. You need to step back from the noise of options and focus on what genuinely matters.

Distinction Bias in Everyday Life

When I thought about my lawn mower confusion, I began to notice how distinction bias seeps into other areas of life. Take, for instance, the endless comparisons we make when choosing a job. We analyze the perks, office amenities (pool table - anyone?), and even whether the company provides free snacks. 

While in reality, job satisfaction often depends on a supportive culture, engaging, meaningful work, and opportunities for growth - factors that are hard to measure in side-by-side comparisons.

The same applies to decisions about technology. How often do we get lured into buying the latest smartphone because it has 7 cameras or a fractionally faster AI processor, even though our current phone works just fine? 

Distinction bias leads us to overvalue features that sound impressive but add little value to our daily experience.

Applying Wisdom to Self:

Distinction bias doesn’t just lead to overanalyzing purchases; it also impacts our well-being. Constantly evaluating options and seeking the “best” choice can create anxiety and decision fatigue, making what should be simple decisions unnecessarily stressful.

We become trapped in a cycle of comparison, losing sight of the joy or contentment that simplicity often brings. And we waste a lot of time overthinking things.

Lessons to Keep in Mind

Here are some takeaways that might help you avoid the pitfalls of distinction bias:

1. Know Your Real Needs: Before you start comparing options, make a mental or physical list of your primary needs. Whether it’s reliability, simplicity, or cost-effectiveness, use this list to anchor your decision-making.
   
   Ask yourself what the famous Spice Girls once said,”So tell me what you want, what you really, really want.”
   

2. Avoid Side-by-Side Comparisons: Whenever possible, assess each option on its own merits. Would you still appreciate those minor differences if you didn’t have another option right next to it? Chances are, you’d find most of them irrelevant.
   

3. Think Long Term: Ask yourself if the extra features will meaningfully improve your experience over time or if they’re simply a nice-to-have. Often, the simpler choice is the one that lasts longer and causes less hassle.
   

4. Embrace Simplicity: There is beauty in choosing the straightforward option that gets the job done. Sometimes, opting for the less complicated choice can free up your mind for more important things.
   

5. Recognize Marketing Tricks: Companies invest heavily in making their products appear superior. By understanding distinction bias, you can see through the marketing fluff and focus on what’s essential.

One rule of thumb I have is, "If you see it on TV, it means the company has invested heavily in marketing—and guess who ends up covering that cost? Yep, you."

Final Thoughts

My lawn mower purchase was a simple task that turned into a philosophical exploration of decision-making. The more I understood distinction bias, the more aware I became of how it impacts everyday life. 

We live in a world of endless options, but not every choice deserves this level of scrutiny. Sometimes, we just need to cut the grass.