By BRIDGET CARTER
Infomercial watchers are smarter than you might think when it comes to spending.
Contrary to the belief that they succumb to the ab-busting buxom blond or the twinkle in the eye of the "you too can improve your golf game" man, they are just as discerning as the
rest of us, according to a Auckland University study.
As part of a national survey investigating whether infomercials led to planned or impulse spending, marketing researchers Brett Martin and Tom Agee analysed responses from 900 infomercial viewers.
Mr Agee said the choice by most to pay out on their desired "as seen on TV" self-improving tool was planned.
Most had seen the advertisement frequently before they bought a product, usually for between $100 and $500. The study found women were the biggest spenders, and the most successful infomercials were the self-improvement variety.
Other results were predictable, Mr Agee said. The few who bought on impulse had less previous interest in the product, and people were more likely to buy when the adverts featured recommendations from experts or satisfied customers.
People were more likely to make a planned purchase if they had children between 5 and 14 or if they watched infomercials often.
Brett Martin said infomercials had not been given much attention, which was surprising as they were so lucrative.
David Russell, chief executive of the Consumers' Institute, said it was a good sign that infomercial viewers were discerning.
Customer John Deaker, from the North Shore, said his purchases included workout equipment called the Ab Flex, and a CD shown on a Readers Digest infomercial.
He sampled infomercial products at the "As Seen on TV" shop before he spent.
He said infomercial products were practical and better than other items in the shops. "I feel deep down that there is a really good product there."
