Justifying a Purchase: The "Blissful Ignorance Effect"

Researchers at the University of Iowa, University of Utah, and Stanford University found that buyers who are "blissfully ignorant" about the product they purchased have a higher degree of customer satisfaction in their purchase than buyers who had a great deal of information.

They call this the "Blissful Ignorance Effect." To summarize this concept, the researchers found that buyers will emphasize the positive features of their purchase, and will downplay the negative features so that they feel better about their purchase. The research suggests that the less we know about something (as buyers), the easier it is for us to create our own thoughts about it, which leads to higher satisfaction.

I find this fascinating, and maybe you will, too.

Please read about the research on the University of Iowa website, then feel free to post your thoughts in this thread at Salespractice.

Skip Anderson

That is fascinating and the first time I've ever heard of that twist. Excellent find Skip. Thank you for sharing.

Thanks for sharing Skip, wasn't really aware of that concept, but after thinking about it, I agree. Once a consumer makes that buying decision, he/she doesn't want to be told that they made a bad decision so I can see where they will overlook the negatives and defend the positives in order to justify their decision.

I would assume that in order to immplement this to our advantage one must know when to stop educating/selling the prospect and write the deal up. This is just another reason why listening to our customers, and understanding what they are telling us is very important. Good find, it's stuff like this that makes me happy that I joined SP.

~James

Quote:

Originally Posted by Mr. Cesario

I would assume that in order to immplement this to our advantage one must know when to stop educating/selling the prospect and write the deal up.

Amen, James! And I would add that after the sale, we should verbally support the customer's decision to purchase to reinforce it.

Skip Anderson

Notwithstanding all those who bought way above their means homes sub prime financed looking for some kind of killing only to see forclosure as their way out - the blissfully ignorant gone astray.

MitchM

and those pyramid scheme guys too. iv been hit on five or six times by them. I think one was reliv even or something similer and a software thing. then when i see them a few weeks later and ask them about how their pyramid thing is going they say it didnt work out. one buddy lost a ton of money. blissful ignorance gone bad i guess.

Even worse than those pyramid scheme con artists are the small colleges we have around us in Southwest Michigan making bold promises of big bucks learning this or that kinda like the little ads you find in magazines offering their get rich quick and long lasting opportunities learning how to copyright, sell songs, and do legal work from home.

None of that would be welcomed on a forum like this - unfortunately those types abound.

MitchM

Does anybody else have a comment on the "Blissful Ignorance Effect" article?

Having just read the article a second time I wonder what convoluting perceptions indicated from this one study using chocolate might have to do with how one sells. Answers to that could be an important contribution to this provocative thread Skip's started.

I haven't pondered this enough yet to have a reply to my question nor do I have a quick response but does anyone else?

Looking back on twelve years of sales I can't say that blissful ignorance has been much of a justification people have used to validate their purchases enough to make them repeat buyers. It's always been product results specific and concrete that have caused them to reorder.

Likewise, those who I recall appearing to communicate some kind of blissful ignorance in justifying their purchase have often not reordered some months later. Since my business is based on repeat ordering why people reorder is important.

MitchM

Quote:

Originally Posted by MitchM

Likewise, those who I recall appearing to communicate some kind of blissful ignorance in justifying their purchase have often not reordered some months later. Since my business is based on repeat ordering why people reorder is important.

MitchM

Hey Mitch, I'm just currious as to how you might handle future sales based purely off customers purchasing through the blissful ignorance effect?

you stated that in the past the customers that did buy from you purely through blissful ignorance, that they never really panned out to be repeat customers, as in every buisness repeat customers is always important, but I would like others input as well on this as it breaks down:

If you reconize the fact that you just made a sale via blissful ignorance and with the above given information, would you (A) proceed with the sale anyways just to add to your bottom line? or (B) inform the customer that you don't believe they are making this purchase rationally, and you would like to give them some more time to think it over?

Although the later of the two would net you a repeat customer in the end, but it comes with the risk of loosing a one time sale if they never return. I'm really currious as to how everyone else would handle this situation.

I think that if I were in the above mentioned situation, that I would proceed with the sale, and try to follow up and reinforce their decision later on through constant communication after the sale. And address any problems that might come up if possible. But if I couldn't convert them to become a repeat customer, than I would just simply move on, with the one time sale. Am I just chasing the buck or is it ok to leave a sale on the table? what are your thoughts?

Thanks for the input.

~James

	#1
Skip Anderson "Top Sales Expert"	Justifying a Purchase: The "Blissful Ignorance Effect" Researchers at the University of Iowa, University of Utah, and Stanford University found that buyers who are "blissfully ignorant" about the product they purchased have a higher degree of customer satisfaction in their purchase than buyers who had a great deal of information. They call this the "Blissful Ignorance Effect." To summarize this concept, the researchers found that buyers will emphasize the positive features of their purchase, and will downplay the negative features so that they feel better about their purchase. The research suggests that the less we know about something (as buyers), the easier it is for us to create our own thoughts about it, which leads to higher satisfaction. I find this fascinating, and maybe you will, too. Please read about the research on the University of Iowa website, then feel free to post your thoughts in this thread at Salespractice. Skip Anderson __________________ Skip Anderson Selling To Consumers \| Sales Training to Sell More™ Free sales training newsletter. Subscribe!

	#2
Houston	That is fascinating and the first time I've ever heard of that twist. Excellent find Skip. Thank you for sharing. __________________ It's just that simple and it's just that hard.

	#3
Mr. Cesario	Thanks for sharing Skip, wasn't really aware of that concept, but after thinking about it, I agree. Once a consumer makes that buying decision, he/she doesn't want to be told that they made a bad decision so I can see where they will overlook the negatives and defend the positives in order to justify their decision. I would assume that in order to immplement this to our advantage one must know when to stop educating/selling the prospect and write the deal up. This is just another reason why listening to our customers, and understanding what they are telling us is very important. Good find, it's stuff like this that makes me happy that I joined SP. ~James

	#5
MitchM	Notwithstanding Notwithstanding all those who bought way above their means homes sub prime financed looking for some kind of killing only to see forclosure as their way out - the blissfully ignorant gone astray. MitchM __________________ Twelve Years Helping People Feel Better, Live Better, Do Better http://mitch-mitchsblog.blogspot.com/

	#6
BobSales	and those pyramid scheme guys too. iv been hit on five or six times by them. I think one was reliv even or something similer and a software thing. then when i see them a few weeks later and ask them about how their pyramid thing is going they say it didnt work out. one buddy lost a ton of money. blissful ignorance gone bad i guess.

	#7
MitchM	Even Worse Even worse than those pyramid scheme con artists are the small colleges we have around us in Southwest Michigan making bold promises of big bucks learning this or that kinda like the little ads you find in magazines offering their get rich quick and long lasting opportunities learning how to copyright, sell songs, and do legal work from home. None of that would be welcomed on a forum like this - unfortunately those types abound. MitchM

	#9
MitchM	Convoluting Perceptions Having just read the article a second time I wonder what convoluting perceptions indicated from this one study using chocolate might have to do with how one sells. Answers to that could be an important contribution to this provocative thread Skip's started. I haven't pondered this enough yet to have a reply to my question nor do I have a quick response but does anyone else? Looking back on twelve years of sales I can't say that blissful ignorance has been much of a justification people have used to validate their purchases enough to make them repeat buyers. It's always been product results specific and concrete that have caused them to reorder. Likewise, those who I recall appearing to communicate some kind of blissful ignorance in justifying their purchase have often not reordered some months later. Since my business is based on repeat ordering why people reorder is important. MitchM

Justifying a Purchase: The "Blissful Ignorance Effect"

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