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Imagine this…

It’s a Saturday morning, and you’re spending it watching cartoons with your son on the couch while he scarfs down some Cap’n Crunch.
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All is well in your world. Until…
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He looks up from his cereal bowl and asks, mid-bite, “How does the light get into light bulbs?”

You’re okay with the fact that you have to answer the question on the spot and don’t have ChatGPT or Wikipedia to save you.
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The answer is easy.
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“It’s all about electricity. So when you screw them in, the light just… uhhh…” Your mind suddenly goes blank.
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Next thing you know, your brain is flooded with unhelpful thoughts: “How DO the bulbs get light into them? I’m not an electrician. Something-something filament… Atoms, maybe? Is it sorcery? Why didn’t I pay attention to this in high school?”
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​You start rambling about wires and circuits while your kid stares up at you, completely confused and concerned for your well-being, like this.👇

And just like that, your confidence in answering this question crumbles like a granola bar.
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You breathe a sigh of defeat as you whip out your phone and get the lowdown from an electrician’s blog.
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​Why were you so confident this would be an easy explanation?
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​In today’s edition of Why We Buy 🧠 we’ll explore the Illusion of Explanatory Depth—why we think we understand things far better than we actually do.
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​Let’s get into it.
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🧠 The Psychology of the Illusion of Explanatory Depth

Yale researchers found that participants consistently overestimated their understanding of how everyday items work, like zippers, toilets, and speedometers.
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Confidence was relatively high… until they were asked to explain those things in a step-by-step manner.
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On average, their confidence dropped by ~20% after trying to explain.
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And when they faced a follow-up question to test their understanding? Their confidence plummeted to ~36%.

A big reason is that we mistake familiarity for understanding.
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But just because we’ve used something 100 times doesn’t mean we truly know how it works (clearly).
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This psychological blind spot doesn’t just trip us up in conversations either.
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Marketers often assume they know what their customers really want. Or that their customer understands their offer as well as they do.
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But they don’t.
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That’s why smart marketers use data—not guesswork—to drive their decisions and get clear on customer problems.
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Then they explain their solution in detail as if the customer is hearing it for the first time.
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Because they probably are.
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🤑 How To Apply This

Alright, so how can you apply this right now to sell more?​
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​eCommerce​
​Change what customers believe about the problem

Most people assume body odor comes from sweat.
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But Lumē reframes the problem completely: body odor isn’t caused by moisture—it’s caused by bacteria digesting fluids.

Odds are, customers didn’t know that. And they definitely couldn’t explain how that system of *ahem* bodily functions works.

But once they realize their current deodorant only targets part of the problem, Lumē’s deodorant doesn’t just seem smart. It feels obvious.
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​Psst… Most marketers and entrepreneurs *think* they know why buyers choose them… until you ask them to explain. Then it’s all gibberish. Wanna nail why buyers should pick you over your competitors? Check this out >​

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Quizzes​
​Turn vague concerns into crystal-clear solutions

Ulta’s skincare quiz starts with a simple prompt: “What is your top concern?”
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You confidently pick “face” (especially because there are only 3 options to choose from).
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But as the questions dive into your deeper concerns—from blackheads and sensitivity to sun protection and loss of firmness—you start second-guessing: “What ARE my main concerns?”

You thought you knew your skin’s problems. But when put to the test, your understanding was mostly surface-level.
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This quiz exposes blind spots and replaces guesswork with tailored recommendations.
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By the end, Ulta’s suggested products don’t feel like a sales pitch. They feel like the clear next step.
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Consumer goods​
​Make best practices foolproof to follow

You’ve been brushing your teeth your whole life on autopilot. But could you actually explain what “brushing properly” means, step by step?
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Sonicare’s built-in “SmarTimer” and “QuadPacer” break it down: 30 seconds per quadrant = two minutes of full brushing time.

Suddenly, you’re wondering, “Have I EVER brushed for a full two minutes? And with 30 equal seconds per section?”​
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That’s why Sonicare isn’t just selling a toothbrush. They’re selling *confidence* that you’re finally doing it right. So a Sonicare toothbrush feels like the smart choice.

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💥 The Short of It

When customers think they understand their problem, they stop looking for solutions and stick with the status quo.
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But when marketing reveals gaps in that understanding, it cracks the door open *just wide enough* for you to reframe the problem…
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And guide them to a solution that finally makes sense.

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​Until next time, happy selling!

With ❤️ from Katelyn and Jordyn​

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