Recent University of Iowa research concluded that blissfully ignorant shoppers are happier with their choices:
"We found that once people commit to buying or consuming something, there's a kind of wishful thinking that happens and they want to like what they've bought," said assistant professor of marketing Dhananjay Nayakankuppam. "The less you know about a product, the easier it is to engage in wishful thinking. But the more information you have, the harder it is to kid yourself. This can be contrasted with what happens before taking any action when people are trying to be accurate and would prefer getting more information to less."
Which is worth thinking about when you aim to sell something. Sometimes the mystery is part of the appeal. Sure you want to answer many common questions to aid the perception of value, but sometimes a vague answer that allows wishful thinking to wonder is better than concrete answers that kill the imagination.
One of the things that holds back many semi-successful people who do not fully appreciate their own value is trying to answer everything possibly before the sale, which focuses too much time and effort on non-customers, while killing the imagination of legitimate prospects.
Update: In the comments NickB mentioned this TED talks video by Dan Gilbert.
- He highlights that unlimited choice, excessive fear, and unrestrained ambition kill happiness.
- We often vote against happiness because we think that given more choices and more time to debate our options we will like the outcome more. For most trivial matters the opposite is typically true.
- Another interesting tidbit is that amnesiacs who did not remember what specific gift they were given liked it more after they were given it (even if they did not remember that they owned it).
Watch this video...it's great stuff.
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