Customers who hunger for details will eat them up, if you provide tons of them in your ads.
But customers who don't care for details will be turned off by your information-heavy ads, and probably won't buy your product.
The study's authors say there are two types of customers, distinguishable by their desire to understand things.
Some customers like to think; some don't.
From a series of experiments the authors conclude that, by presenting a lot of product information to the latter group, you remind those customers they're shallow.
That reminder makes them feel uncomfortable—and less likely to buy from you.
In related experiments, the authors also found that the latter type of customer is less willing to pay a premium price when the ads for a product are detail-heavy.
