bit-tech.net

Diagnosis – Purchase Justification Syndrome

Posted on 26th Nov 2009 at 11:23 by Harry Butler with 36 comments

Harry Butler
Working here at bit-tech, I’ve noticed that over time a curious ailment that afflicts all of us at some point or another. It can lead to perfectly rational people ignoring others and making completely irrational decisions, generate more anger and animosity than a BNP speech or, flowing a different way, warrant jubilant praise where none is due. The condition I speak of I’ve dubbed PJS, short for Purchase Justification Syndrome.

We’ve all experienced it at some point, to some degree – that twinge of brand loyalty; that feeling of being swept up in the hype, and before long we’re protesting and protecting our purchases or favoured brands as if they were an ideal upon which we’d built our lives. Back in my ill-informed youth, suffering from acute PJS, I blindly picked up an ATI Radeon X800 Pro following the strength of the ATI’s previous generation of GPUs, ignoring the media advice to opt for an Nvidia’s 6800 series card instead.

Those who criticised my choice were met with as sharp a tongue as those who questioned why I was upgrading the cooling on my £300 brand new GPU. As far as I was concerned, ATI could do no wrong following the superb 9xxx Series of Radeon cards. Of course, as time went on Shader Model 3, which the X800 failed to support, started to become a minimum requirement of games and as the confidence in my purchase waned, I was slowly cured of my PJS. Never again would I support a company so blindly on the faith and quality of a previous product – especially in the tech industry, where progress between generations of hardware can be enormous and the devil is very much in the details.

Mine was a mild case, but PJS can hit dangerous levels if a sufferer is surrounded by those of a similar disposition. Think of the feeling of “us” VS “them”that’s so common between fans of a particular motherboard manufacturer or CPU company, those users who stand up refuse to use company X’s products because they’d never use anything but Company Y. When faced with a positive opinion of “the enemy” (or a negative opinion of their chosen brand) the first response is suspicion, followed swiftly by anger and then rampant defence, in spite of any rational information proffered towards them. Needless to say 'fanboys' as we know them are sufferers of chronic PJS.

Diagnosis – Purchase Justification Syndrome Diagnosis – PJS
He said Nvidia was rubbish - get him!

PJS works both ways though. While positive PJS (PJS+) finds us vehemently defending products or companies out of some miss-placed loyalty, negative PJS (PJS-) causes us to lambast or shoot down those products or companies for which we’ve somehow garnered a poor opinion based on no personal experiences. Especially in our increasingly connected world, our opinions are being influenced long before we get hands on with a product, and that has a serious knock on effect, sometimes without us even realising.

The release of Modern Warfare 2 and next year’s Bad Company 2 is a prime example. Following weeks and weeks of bad news coming out of Infinity Ward PC gamers’ opinions were forged into a relentless spear of hate through online forums and word of mouth, while DICE capitalised by making themselves the heroes and openly supporting dedicated servers. I’m not going to delve into the pros and cons of this particular issue (which we’ve discussed at length in last week’s gaming podcast) but I’m willing to bet the majority of us had a pretty poor opinion of MW2 on PC without ever playing it and carried that into our experience of the game – a classic case of PJS-.

It’s inevitable though that our opinions will be shaped by not only the efforts of marketing companies, news and social media, but also by our own experiences. If you’ve never had a hard disk from a particular company die, of course you’ll support that brand. It’s when it comes to ignoring superior products (or, on the flip side, choosing ones with obvious flaws) for the sake of supporting your trusted brand that perhaps we need to take a step back and reassess where your loyalties should lie.

That, of course, is where we at bit-tech and Custom PC come in. We try our hardest to remain as free of PJS as possible, remaining neutral and subjective throughout our reviews process, producing an unbiased view of a product. It might not always be the popular opinion (memories of S.T.A.L.K.E.R Clear Sky and GTA4 reviews), but we call it as we see it and take our impartiality as seriously as we do the thoroughness of our testing. We all suffer from PJS at some time or another, but with the help of bit-tech and Custom PC and the technology media at large available, there’s no reason for anyone to be a chronic case.
Tags fanboys, pjs

36 Comments

Discuss in the forums Reply
PureSilver 26th November 2009, 11:40 Quote
Quote:
Originally Posted by Harry Butler
http://www.bit-tech.net/blog/2009/11/26/purchase-justification-syndrome/We all suffer from PJS at some time or another, but with the help of bit-tech and Custom PC and the technology media at large available, there’s no reason for anyone to be a chronic case.

What would be the point of forums if people didn't bum around arguing relentlessly about;
  1. Consoles vs. PCs
  2. Apples vs. PCs
  3. NVIDIA vs. ATI
  4. AMD vs. Intel
  5. People who put the milk in the bowl first vs. People who put the cereal in the bowl first
I mean seriously, if you try and put the cereal in second the milk goes everywhere. What's wrong with you people?
andrew8200m 26th November 2009, 11:40 Quote
Lol, A subliminal dig. Nice little read that!

Andy
Gunsmith 26th November 2009, 11:57 Quote
Quote:
Originally Posted by PureSilver

I mean seriously, if you try and put the cereal in second the milk goes everywhere. What's wrong with you people?

what are you? some sort of human failure? how are you doing this!?
DragunovHUN 26th November 2009, 12:10 Quote
edit, i'd rather not get into that.
Tyrmot 26th November 2009, 12:10 Quote
Milk in first? I've never heard of such lunacy.
CardJoe 26th November 2009, 12:59 Quote
Quote:
Originally Posted by Tyrmot
Milk in first? I've never heard of such lunacy.
PureSilver 26th November 2009, 13:16 Quote
Don't tell me it's just the retards in my Uni staircase that do that?

FOR GOD'S SAKE WHY ME?
Omnituens 26th November 2009, 14:46 Quote
You crazy people, you try getting the wheatabix:milk ratio right by putting the milk in first - you'll forget about the displacement of the milk by the wheatabix and end up with a watery mess for breakfast!
ChaosDefinesOrder 26th November 2009, 16:22 Quote
the original iPhone is a perfect example of PJS
D-Cyph3r 26th November 2009, 16:29 Quote
Quote:
Originally Posted by Tyrmot
Milk in first? I've never heard of such lunacy.


+1



Thats like wiping your arse before having a brad pitt.
popcornuk1983 26th November 2009, 16:33 Quote
I too have been subject to PJS in my time. Similar case with Harry involving ATI back in the day. I cherished my 9700 pro and thought that ATI could do no wrong. So I went and bought two of their first gen crossfire cards (x800XT if I remember correctly) and thought it was the best thing since sliced bread. I was such a fool!!

I'm a bit wiser now but I still have a preference for AMD cards and will buy them over Nvidia as long as the performance & price are similar. But that's just me and I think it's a mix of happy memories from the 9700 and the fear of spending a lot of money on a Nvidia card and constantly scrutinising the card and comparing it against the AMD equivalent.

I certainly wouldn't try and force my preference on anyone else! And I would never put my milk in first. That's just weird!
TSR2 26th November 2009, 16:58 Quote
Don't people with more extreme PJS also tend to be subconsciously uncertain about their decision?
badders 26th November 2009, 17:13 Quote
Quote:
Originally Posted by TSR2
Don't people with more extreme PJS also tend to be subconsciously uncertain about their decision?

Maybe.....
yakyb 26th November 2009, 17:33 Quote
i dont think i have ever had PJS if i buy something and it is **** i will be pissed with myself for not questioning the purchase more but i dont ever try to justify it to myself
alpaca 26th November 2009, 17:36 Quote
no way you put your milk first, because there are those days, you just don't want milk with your corn flakes, because you just want to eat them dry in front of the tv like pop corn, or have them with some nice yoghurt. there are even those days you decide you want another brand of cereals, and if they're not wet yet, you can put them back in their bag, admit it: who of you have multiple brands of milk, and just one brand of cereals, and who of you the other way around?
badders 26th November 2009, 17:39 Quote
What? Why would you put the cereal back? You just eat some, and put the new cereal on top!
Arkanrais 26th November 2009, 18:36 Quote
I put milk in a bowl first, then sugar, then cereal, then another bowl on top to make a clamshell, then flip it upside down and take away the first bowl to make it all normal again....
well at least that's what I do when I'm off my meds (or on too many).

what about when making instant coffee, putting the coffee powder in first or last?

I try avoid this PJS, though I do have a soft spot for gigabyte motherboard BIOS and am not too fond of Asus' BIOS.
1ad7 26th November 2009, 19:05 Quote
[QUOTE=PureSilver]
Quote:
Originally Posted by Harry Butler
http://www.bit-tech.net/blog/2009/11/26/purchase-justification-syndrome/
[*]People who put the milk in the bowl first vs. People who put the cereal in the bowl first
[/LIST]
I mean seriously, if you try and put the cereal in second the milk goes everywhere. What's wrong with you people?


WTF People actually do that? thats like eating a candy bar with a knife and fork, if I see it I shall punch you in the face.
Red 5 26th November 2009, 20:52 Quote
I think I have the opposite, Retention Justification Syndrome. I find it very difficult to throw anything away or replace it, the usual excuses being that it's still useful or usable. I used to wear my sister-in-laws coat, even after a hole burned into the sleeve, I still wear the same jogging trousers and T-shirts from ten years ago even though you can see through them, and while a change of car would be nice my current one is so reliable (touch wood) I'm afraid of ending up worse off. Maybe some of that's common sense, but I keep an awful lot of rubbish and non-selling items at work on the principle that it's still good and someone may want it, and I've just spotted my old mobile phone next to me, eight years old and with a dead battery because "one day" I want to get my old ringtone off of it.

Oh, and people who put the milk in first are as crazy as the big-enders.
delriogw 27th November 2009, 21:06 Quote
i think a lot of people stick with what they first came across. i had a ps1, so it was a no brainer to get a ps2, and when the new consoles came out (i don't have one (yet)), my instict was ps3.

i love how the milk/cereal thing is the most commented on point in this thread btw! lol.

how can you properly ascertain how much cereal you have if you put the milk in first - most cereals will float to start with.
Elton 28th November 2009, 06:14 Quote
Milk First??

WHAT??!!?

Anyways, I bought an X1550 thinking that it would be decent seeing as the X1900XT was effing awesome. Bad choice.

Anyways, I'm still inclined towards ATi for some reason. So sometimes I do try to justify it, but thankfully I don't buy too many computer components.
littlexanth 29th November 2009, 21:38 Quote
Milk first or second? Who has milk on their cereal.

I have chmpagne on my Golden Grahams!
Elton 30th November 2009, 02:17 Quote
Quote:
Originally Posted by littlexanth
Milk first or second? Who has milk on their cereal.

I have chmpagne on my Golden Grahams!

Not all of us are that rich.

I also find it odd how such a wealthy man can't spell champagne.
PureSilver 30th November 2009, 03:52 Quote
Moar liek chumpagne, amirite?

I'll get my coat.

Anyway I'm glad to see nobody else here thinks that milk should precede cereal. Or that Purchase Justification Syndrome is more important than the aforementioned milk/cereal issue.
knuck 30th November 2009, 04:00 Quote
i don't think mw2 is a good example as it was obvious to pc gamers that the game would take them for idiots. I don't have to try it to know that I don't want to lag and bla bla bla (we all had an endless discussion on this matter in like what, 10 other threads ?)
smoothie 30th November 2009, 06:35 Quote
I've never heard of putting the milk in the bowl before the cereal. That sounds absurd.
smc8788 30th November 2009, 12:25 Quote
I tried putting the milk in first this morning. It was a disaster. Cheerios everywhere.
alpaca 1st December 2009, 16:57 Quote
i applaud the empirical research happening here. have some rep
kenco_uk 1st December 2009, 17:05 Quote
Every single advert I've seen on the telly puts milk on cereal.

It's akin to those weirdo freak people who put milk in first when making a cuppa. It's not rocket science - milk goes in last. Sheesh.
badders 1st December 2009, 17:24 Quote
Quote:
Originally Posted by kenco_uk
Every single advert I've seen on the telly puts milk on cereal.

It's akin to those weirdo freak people who put milk in first when making a cuppa. It's not rocket science - milk goes in last. Sheesh.

Actually, I was under the impression that we only started putting milk in tea when using bone china. The milk goes in first, so that when you pour the hot tea in, it doesn't crack the cup.
fingerbob69 4th December 2009, 15:53 Quote
Milk always in first to tea, else a skin forms. To do otherwise is just so uncivilised!
kenco_uk 5th December 2009, 01:10 Quote
Nah, milk in last. I've not noticed a skin forming!

Pop the teabag in, pour boiling water on so that the full flavour of the tea is released into the water, stir the teabag round a bit and push it against the side with the spoon, sugar for flavour, take the teabag out then add milk and stir. Perfect.

Mind, it's too much faffing about all that, so I just have instant coffee personally. The trick is to start off with the coffee and sugar but to let the boiling water simmer down. NEVER use boiling water as it kills the taste and ends up tasting of hot brown water. Give it about ten or fifteen seconds after it's clicked/whistled/farted whatever, then pour in the water just above where you think you need to stop, as it sort of 'settles down' into the cup (yeah, weird I know, but hey, suddenly physics and all that). Lastly, add your milk. Unless you take it black, then add a smidge of cold, filtered water.

Imo :)
GregTheRotter 6th December 2009, 21:03 Quote
Kinda makes me think of those losers that make a cup of tea, and leave the tea bag in with the milk. WTF?
Blarte 9th December 2009, 12:26 Quote
Laughing... Question Time would be more popular if it came up with a Milk in first opening gambit .. So Nick Griffin...Milk in first in your Coco pops .. (rolls eyes) ....
Enemyvirus 9th December 2009, 14:10 Quote
I dont eat cereal so cant really comment in that area.

Milk in Tea\Coffee that depends on the situation. If I'm making it for the wife always in first as thats the only way I can judge the strength. She takes it very week and gets annoyed if its to strong. I must admit over the 15 years we have been married I have mannaged to increase the said strength gradually to occasionally I have managed to forgo the said routine and by guestemation managed to create a acceptable cuppa for the wife.

Personally I'm not bothered either way.

Instant coffee its usually coffee,milk and sugar give it a mix then the water.
Blademrk 9th December 2009, 15:20 Quote
lmao at the thread drift :D
Log in

You are not logged in, please login with your forum account below. If you don't already have an account please register to start contributing.



Discuss in the forums
Mionix Nash 20 Review

Mionix Nash 20 Review

30th July 2014

Mionix Naos 8200 Review

Mionix Naos 8200 Review

24th July 2014

MSI Z97S SLI Plus Review

MSI Z97S SLI Plus Review

23rd July 2014