Is it best to withhold favorable information about products?
Consumers are more likely to choose products when marketers withhold some favorable information until late in the choice process, according to the Journal of Consumer Research. But marketers need to walk a fine line to disclose information at just the right time.
"Conventional wisdom suggests that when seeking to persuade consumers to buy certain products, sellers ought to always 'put their best foot forward' by providing as much favorable information about these products as possible once they have consumers' attention," write authors Xin Ge (University of Northern British ...
