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Blissfully Ignorant Shoppers Happier with Choices

Blissfully Ignorant Shoppers Happier with Choices

When it comes to shopping, researchers at the University of Iowa have found that sometimes ignorance really is bliss.

In what they term the Blissful Ignorance Effect, researchers at the university's Tippie College of Business found that people who have only a little information about a product are happier with that product than people who have more information.

Read more from Newswise.com.

Authors:   University of Iowa Health Sciences

Published Date:   02/26/2008

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