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UI Studies Blissful Ignorance Effect

Researchers at the University of Iowa recently announced new research suggesting that people who have only a little information about a product are happier with that product than people who have more information. They dubbed this counterintuitive notion the Blissful Ignorance Effect. DHANANJAY NAYAKANKUPPAM, a UI marketing professor, said: "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. 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." Variations of this story are running widely.


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