One of my students, Neil Priel, made me realize something important today. In fact, his point was so well made since he drove it home using the very idea he was illustrating. But before I explain it to you, let me put the story in context so that you can understand what I mean. For example, if you visit a web site whose design is poor or unprofessional, or one hosted on a cheap server, you will naturally assume that the business behind it or the products it sells are just the same. The psychology behind UPAs is simply the fear of making bad decisions.
Human nature dictates.
We tend to seek the negative in what we are considering as to ensure the decisions we are making are good ones. But UPAs can also be the result of people not understanding the meaning of what is being communicated on a web site. Too many web sites describe the products they are selling or use a language that only the sellers understand. More than likely, in such cases buyers do understand the content but they do not fully grasp what these products can do for them. The mind thinks in relative terms.