If You Want Customers to Be Happy, Give Them Less Product Information

Here’s a counter-intuitive thought: Shoppers with less information about a product are happier than those with more information. Researchers at the Tippie College of Business came to this conclusion after conducting a study in which people were asked their opinions of chocolate and hand lotion.

One group was given extensive information and the other much less. For each product, the group given less information was more optimistic about the product because it was easier to engage in wishful thinking. Perhaps if people are given more information, then it’s harder to kid themselves.

I can see how this could be true: Would I want to know about the preservatives and animal by-products in chocolate or hand lotion? I don’t think so. But there is something to be said for “romantic” information like the chocolate is from some exotic location (or that it adheres to the principles of free-trade).

But this study is thought provoking: When it comes to product information, more might not be more–especially when you have a crappy product. (Is this not the perfect photo (chocolate and lotion) for this story? iStockphoto/Yanik Chauvin)