New Research Shows That Confusing Marketing Can Lead to Consumers Making More Informed Decisions - Meredith | The MarTech Alert | Scoop.it
A buzzy product with flashy social media posts and clear descriptions may seem like the best way to market your product and get consumers to invest it in. However, a new study has found that advertisements with confusing language and a more chaotic layout can actually lead to consumers conducting more research on that product and ultimately making a more informed buying decision.

"Most of the time, marketing communicators try to make their message clear. What we learned, however, is that there are certain times, especially when people need to make choices, when we should actually use disfluent stimuli so that whatever people are choosing, they will like it once time has passed," explains co-author Gaurav Jain, an assistant professor of marketing in the Lally School of Management at Rensselaer Polytechnic Institute.

Researchers found that consumers believed the time they spent trying to understand an advertisement was part of a diligent, research-based decision. Ultimately, they were happier with the decision they made to choose a product because they believed they spent an adequate amount of time understanding a particular product.