Sunday, April 21, 2013

The Benefits Of Being Uninformative

The Benefits Of Being Uninformative: Many may jump to the conclusion that ‘Uninformative Advertising’
simply provides a route by which a manufacturing corporation can ‘burn
its money’ – but this may not always be the case, as explained in a recent
paper from the Yale School of Management. Professors Dina Mayzlin and Jiwoong Shin
have identified ways in which advertising that is deliberately devoid
of any attribute information can (sometimes) help to promote sales.
This can happen, according to the researchers, because consumers
seeing the uninformative ads are encouraged to search via the internet
to find the crucial missing info.

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