Very interesting article. For many consumers, a shorter, simpler explanation will make it a lot more likely that they’ll want to buy your product. Here’s the money quote:
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The authors found that consumers would be willing to pay more for a premium product, but only if the explanation for its premium qualities made sense to them. Again, reflective people were more willing to pay extra if they got a detailed explanation, while the less reflective people liked the simple explanation best. In fact, for the second group, willingness to spring for a premium product dropped as the explanations got more complex.