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Max Kalehoff On Marketing, Media & The Edge…Plus Bonus Insights On Start-Up Culture & Raising Kids.
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Ignorant Customers Happier With Their Choices

Started by maxkalehoff · 10 months ago

The following is also my latest MediaPost Spin column…
Ignorant Customers Happier With Their Choices
February 29th, 2008 by Max Kalehoff
The less your customers know about what they bought, the happier they’ll be.
That’s according to researchers at the ... Continue reading »

2 comments

  • jenslapinski

    1 year ago

    This is very interesting. Reminds me of the experiment where people who were told wine was much more expensive that it actually was, thought the wine tasted better. Seems to me the same fundamental psychological underpinnings are at work here.

    It also reminded my of the Bettgar's seminal book on sales (from the 1930s I think). He stated that people simply like to arrive at their own conclusions, that they have a genuine dislike of being told things, and much prefer to be asked questions.

    I would be very interested to see this exact same experiment repeated with people not being told stuff, but just being asked questions on the same subject area. Would it actually change their evaluation of the product?
    reply
  • Max Kalehoff

    1 year ago

    Jens,
    Thanks for your comment. I'll have to check out the Bettgar book. As I alluded to, I'd like to understand the relationship of complexity in satisfaction of product as well. Complexity can be rooted in many forms, but more or less information packaged around or in the product is one of them. ....at least that's the experiment I'd conduct today!
    -Max
    reply

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