In three studies by three university authors, Himanshu Mishra of the University of Utah, Baba Shiv of Stanford, and Dhananjay Nayakankuppam of the University of Iowa, an old adage rang true; ignorance was bliss. In the three studies, the authors’ reviews found that participants were happier when presented only with vagueness and patchy information about a product they just used, as opposed to those who received specificities. Marketers may want to pay attention.
The full story at Science Daily:
http://www.sciencedaily.com/releases/2008/09/080915170745.htm
