RAM 1500 EcoDiesel sets new record for MPG

mich800 wrote:
The problem with your analysis is you ascribe $0 benefit only cost to the buyer beyond what you determined required or the same. The two trucks in the example are not the same other that what you listed. Why is one option "emotional" while the other is some profound critical thinking. That is just not how consumers operate.

It's interesting you thought I placed $0 benefit. In my post I simply asked (indirectly) whether there was more "value" (or benefit) in the $30,000 truck or the $45,000 truck. That's the whole point: value/benefit is in the eyes of the beholder.

Probably the easiest way for me to clarify is to compare the field of psychology to engineering. Both use critical thinking. However, one field is mostly grey, and the other mostly black & white.

No engineering formula can determine the overall fate of a truck on the open market. There is much more to the average consumer's decision-making process then a simple, black and white, cost/benefit analysis.

I attempted to explain I believe there is "grey side" of the issue that is very hard to quantify. For most, there's a significant emotional aspect to the critical thinking process. How do you quantify, place a value, or apply cost/benefit on perception or emotion?

IMO, it would be a marketing company's ultimate dream to have the accuracy and control of their product that an engineer has.