There's an old adage that researchers at the University of Iowa say is just as appropriate today as it's ever been: Keep 'em barefoot and pregnant. Not only can this adage apply to teenage girls who live in trailer parks, it also describes the buying public at large.Iowa marketing professor Dhananjay Nayakankuppa says that the less you know about something you just bought, the happier you are with it. In other words, stupid is as stupid does.
"The less you know about a product, the easier it is to engage in wishful thinking," Nayakankuppa said. "But the more information you have, the harder it is to kid yourself."
It's called the Blissful Ignorance Effect and Nayakankuppa said it demonstrates that people have a need to be happy with their choices in order to justify them.
Perhaps this is why so many people buy Dell computers and vote Republican.
Labels: evermore
« Home