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Most agree that advertising is part science, part art. (How much of each is–and always will be–open to debate.) As I guy who focuses more on the art than the science, I still find it interesting when science provides some interesting insights into our biz. Here’s a case in point (and my last entry dealing with Daniel Gilbert’s book Stumbling on Happiness):In scientific studies, when people are asked to predict how happy they’ll be about something in the future, be that eating a candy bar or owning a new car, they consistently under- or over-estimate it. When, however, people are given the chance to hear other people talk about just how happy they were (or weren’t) with the experience, the test subjects are much more accurate in predicting just how happy (or not) they’ll be. We all want to believe that we and our circumstance are unique, but the truth is: we’re far more alike than different, and other people’s experience is actually more accurate in predicting our happiness than our own “guesses” about it.This is solid evidence for the power of testimonials in advertising, particularly with “trade-up” items where there’s considerable emotional investment. It suggests that we should expose our prospects to those people who have bought into our brand promise and our pleased with it. Be those video testimonials on websites or actually in-person “meet-and-greets” exposure to happy customers may be the best way to convert uncertain prospects. (Of course, this science also speaks to the power of negative publicity or online chat about your brand.)Better to have those who believe your brand will make them happy and indeed be happy with it, then to have those who think they will be, but turn out to be disappointed, and who share that disappointment with others. Less can be more. Maybe science will prove that someday.