Why We Don’t Buy the TVs We Review: The Showroom Effect and Perception


Despite being drawn to high-definition TV displays in stores, many consumers end up purchasing less impressive models. This article explores why we don’t buy the TVs we review and the factors influencing our decisions.

Key Factors:

  1. Showroom Effect: The allure of seeing a stunning TV display in person can lead consumers to opt for less expensive alternatives (Grewal & Levy, 1992).
  2. Perception: Studies show that TVs look better in stores due to optimal conditions but may seem less impressive at home due to factors like room lighting and viewing angle (Ragowsky, 2014; Chen & Wang, 2019).
  3. Budget and Convenience: Budget constraints and the ease of installation can impact our TV-buying decisions (Consumer Reports, n.d.).


Understanding these factors helps us make informed TV purchasing decisions, ensuring greater satisfaction with our choices. Remember, it’s crucial not to be swayed solely by showroom displays – consider your needs, budget, and viewing conditions before buying a new TV.


  1. What is the showroom effect?
    A: The showroom effect refers to consumers being more likely to buy a product when they see it in person rather than online.
  2. Why do TVs look better in stores?
    A: TVs often look better in stores due to optimal display conditions like ideal room lighting and calibration.

  3. How can I ensure I’m buying the right TV for my needs?
    A: Consider your budget, viewing habits, and essential features when selecting a new TV.