Irritability is a common side effect of heat. When companies tout the simplicity of their products, they may unknowingly invite customer dissatisfaction, new University of Oregon research finds. For decades, “simpler is better” has been accepted as a universal truth in marketing. Nick Light, assistant professor of marketing at the UO’ Lundquist College of Business, has tested that assumption. He found that most consumers prefer offerings that appear to be easy to use and understand. However, trumpeting simplicity can have a hidden, costly downside. “When marketing convinces consumers that things Read More