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Nayakankuppam Finds Blissful Ignorance Effect

DHANANJAY NAYAKANKUPPAM, an assistant professor of marketing at the University of Iowa, released a study last month -- to be published this year in The Journal of Consumer Research -- that says that people who have more ambiguous information about a product expect to be happier with what they have bought than those who have more specific details. It is aptly named "The Blissful Ignorance Effect."

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