By Jeff Perlman



CHAIRMAN'S MESSAGE

"When it comes to shopping, researchers at the University of Iowa have found that sometimes ignorance really is bliss. Using consumer-style tests, they found that the less people knew about a product, the more they liked it. They suggest the results show we need to be happy with our choices, even if it means kidding ourselves."

-- newswise.com

Does ignorance really increase our bliss?

When it comes to shopping, researchers at the University of Iowa answer this question in the affirmative.  They call it "The Blissful Ignorance Effect."

Dhananjay Nayakankuppam, assistant professor of marketing at the University's Tippie College of Business, told newswise.com: "We found that once people commit to buying or consuming something, there's a kind of wishful thinking that happens and they want to like what they've bought…the less you know about a product, the easier it is to engage in wishful thinking. But the more information you have, the harder it is to kid yourself.”

So, the less information we have regarding, say, our tennis racquet or golf club, the happier we are with its quality?

Yes, according to Nayakankuppam.  It appears people who have only a little information about their tennis racquets or golf clubs are happier with their equipment than players who have more information.  They tend to swing away…blissfully!

"The Blissful Ignorance Effect," is expected to be published in a forthcoming issue of the Journal of Consumer Research.  I’m looking forward to reading the report because we can give one example that challenges the theory:  our Chamber. 

The more people know about our Chamber, the more they like it! When members learn about all the offerings of our committees and chapters, there’s a “wow” factor, and they want to become more involved.

Did you know we have a magazine committee, a group that nudges me along each month as I write this column?  Patrick McCormick chairs it, and Peter Dawson serves as vice-chair.  Members include Eric Bielawski, Suzanne Conway, Maggi Hill, Mark Iorio, Donna Hill Krupa, Tim Losch, Pamela Pruitt, Cornell Rudov, Michele Siekerka, Jason Stacchini, and Alysia Welch-Chester.

This committee can attest that ignorance is NOT bliss when it comes to our Chamber.  In fact, they work diligently to make sure readers of this publication get “in the know.” Their news stories, feature articles, photos and advertising opportunities are designed to help you and your business move forward. 

Thank you for reading Mercer Business.  As you peruse the ensuing pages, I’m sure you will learn something new about our Chamber and its members.

P.S.  The winner of June’s Match Game is Martina Davidson of PEI Kids.  Congratulations, and thanks for playing along!

(Email Jeff Perlman at jperlman@bordenperlman.com. To find out more about our Chamber’s Board Match Program, visit www.mercerchamber.org/connect/boardMatch.asp.)