Featured Research

from universities, journals, and other organizations

Blissfully Ignorant: Skip Those Pesky Details

Date:
September 16, 2008
Source:
University of Chicago Press Journals
Summary:
Wouldn't you like some more information about that cream puff? Not if you just ate it. A new study examined what's known as the "blissful ignorance effect," the way consumers' goals shift after they've made purchases.

Wouldn't you like some more information about that cream puff? Not if you just ate it.

A new study examined what's known as the "Blissful Ignorance Effect," the way consumers' goals shift after they've made purchases.

According to authors Himanshu Mishra (University of Utah), Baba Shiv (Stanford University), and Dhananjay Nayakankuppam (University of Iowa) people who are about to make decisions want as many details as possible. But after a decision is made, people want to be happy with it. In that case, vague information increases optimism about the decision.

"It does appear that vagueness can actually make one more optimistic about one's own life choices and subjective well-being by allowing one to see what one wants to see—a case of ignorance truly being bliss!" the authors write. "The Blissful Ignorance Effect suggests that individuals have a tendency to expect more favorable outcomes with vague information after taking an action than prior to taking the action."

In three studies, the authors examined participants who made decisions on chocolates, hand lotions, and animated movies. They found in each case that participants felt more optimistic about the choices they had made when they were presented with vague information (such as incomplete nutritional information or sketchy reviews) after they made their decisions.

"Having documented the Blissful Ignorance Effect, we highlighted the underlying process based on the interplay of two goals—the goal of being accurate and the goal of feeling good about one's decision," the authors explain.

"It would behoove marketers to capitalize on this enhanced optimism as part of their "buzz-marketing" campaigns," the authors suggest.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Mishra et al. The Blissful Ignorance Effect: Pre‐ versus Post‐action Effects on Outcome Expectancies Arising from Precise and Vague Information. Journal of Consumer Research, December 2008; 080730133651326 DOI: 10.1086/591104

Cite This Page:

University of Chicago Press Journals. "Blissfully Ignorant: Skip Those Pesky Details." ScienceDaily. ScienceDaily, 16 September 2008. <www.sciencedaily.com/releases/2008/09/080915170745.htm>.
University of Chicago Press Journals. (2008, September 16). Blissfully Ignorant: Skip Those Pesky Details. ScienceDaily. Retrieved April 23, 2014 from www.sciencedaily.com/releases/2008/09/080915170745.htm
University of Chicago Press Journals. "Blissfully Ignorant: Skip Those Pesky Details." ScienceDaily. www.sciencedaily.com/releases/2008/09/080915170745.htm (accessed April 23, 2014).

Share This



More Mind & Brain News

Wednesday, April 23, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Study Says Most Crime Not Linked To Mental Illness

Study Says Most Crime Not Linked To Mental Illness

Newsy (Apr. 22, 2014) A new study finds most crimes committed by people with mental illness are not caused by symptoms of their illness or disorder. Video provided by Newsy
Powered by NewsLook.com
How Smaller Plates And Cutlery Could Make You Feel Fuller

How Smaller Plates And Cutlery Could Make You Feel Fuller

Newsy (Apr. 22, 2014) NBC's "Today" conducted an experiment to see if changing the size of plates and utensils affects the amount individuals eat. Video provided by Newsy
Powered by NewsLook.com
Do We Get Nicer With Age?

Do We Get Nicer With Age?

Newsy (Apr. 22, 2014) A recent report claims personality can change over time as we age, and usually that means becoming nicer and more emotionally stable. Video provided by Newsy
Powered by NewsLook.com
How to Master Motherhood With the Best Work/Life Balance

How to Master Motherhood With the Best Work/Life Balance

TheStreet (Apr. 22, 2014) In the U.S., there are more than 11 million couples trying to conceive at any given time. From helping celebrity moms like Bethanny Frankel to ordinary soon-to-be-moms, TV personality and parenting expert, Rosie Pope, gives you the inside scoop on mastering motherhood. London-born entrepreneur Pope is the creative force behind Rosie Pope Maternity and MomPrep. She explains why being an entrepreneur offers the best life balance for her and tips for all types of moms. Video provided by TheStreet
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins