More might not be more

Guy Kawasaki today points to research by the Tippie College of Business that buyers with less information about a product are happier than those with more information:

"They came to this conclusion after conducting a study in which people were asked their opinions of chocolate and hand lotion.with less information about a product are happier than those with more information One group was given extensive information and the other much less. For each product, the group given less information was more optimistic about the product because it was easier to engage in wishful thinking."

Guy identifies the key point of these results in a succinct way:

"When it comes to product information, more might not be more - especially when you have a crappy product."

The problem with this is that there is often the pressure of a client behind you who may want to see that you are pushing out material - even if you know it is wise not to do so.

It is a sign of a good PR practitioner who can persuade their client that more might not be more.

It is ia sign of a good client if they understand this too.