The ambiguity bias is the brain’s natural distaste for uncertainty or lack of information. If we perceive any gaps in the information provided or it seems like details are missing, then we are less likely to trust that information. Cognitive biases are typical patterns that people use to judge the reliability of the content. learn more here in a big think video or you can check this Art of improvement video.

Imagine that you find two boxes of chocolate that weigh the same with similarly attractive packaging. One package tells you which types of chocolate are inside, while the other does not. Even if the boxes are the same weight and contain the same number of chocolates, the ambiguity bias effect sees that you buy the box that has more details.

Marketers should ensure that customers get all the information they can get at a glance so as to reduce the Ambiguity bias. FAQ pages are designed to combat the ambiguity effect and are a must-have in content marketing, any other information, competition comparison, list of pricing and so on are some of the ways you can manage the Ambiguity bias.

Remember that this extra information need not be textual. A simple demo or product photos from multiple angles can also go a long way in clarifying the ambiguity.

Found this interesting, and learn an interesting concept called the Decoy Effect. https://www.skillcamper.com/the-decoy-effect-in-marketing.html/