A little uncertainty makes people more likely to buy. A study in the Journal of Consumer Psychology found that when shoppers feel low control (like when choices are overwhelming) mystery increases interest. That’s why “what’s inside?” boxes, hidden features, or unlockable functions work so well in crowded categories. But when buyers need control (think industrial gear, pro tools, or safety products) mystery backfires fast. So, you gotta match mystery to customer mindset. If your audience...