hedonic bias

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Hedonic bias occurs when people have a tendency to attribute success to themselves and failure to external causes.
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Further discussion on hedonic bias in marketing:

Hedonic bias is important to marketers when it comes to  consumer behavior and attitudes toward products. Because of this bias, consumers often blame a product for failure and not their ability to use or understand the product.

As a result, marketers feel pressure to fully explain the product functions very carefully in well-designed product packaging, labels, instructive ads and video tutorials, and websites.
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