News & Events

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.

Return to top of page