The depth of explanation about novel products influences consumer preferences and willingness to pay, according to a study led by the University of Colorado Boulder and Brown University.
When it comes to descriptions about the functions of new and unusual goods -- such as a self-watering plant system, special gloves for touchscreens or an eraser for wall scratches -- some people prefer minimal details. Dubbed “explanation foes” in the study, they gain a strong sense of understanding and desire for products through shallow explanations.