Is it possible to give too much information about mediation or your services in your marketing?
Consider this University of Iowa study and the so-called Blissful Ignorance Effect:
“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.”
The study focused on products, but I couldn’t help but wonder if the conclusions teach us something about marketing services as well. While I’m always cautious about generalizing beyond the research scope, it sure is tempting to consider it.
What do you think? Leave a comment with your opinion.