This phenomenon is actually quite common. In retail, it's called the customer funnel: http://en.wikipedia.org/wiki/Purchase_funnel http://en.wikipedia.org/wiki/

This phenomenon is actually quite common. In retail, it's called the customer funnel: http://en.wikipedia.org/wiki/Purchase_funnel http://en.wikipedia.org/wiki/Purchase_funnel. The idea is you want to capture as much awareness with something really simple, usually it's a brand name, e.g. Apple. When customers express more interest, by coming in Apple store/website, they are presented with more design/technical details. Finally, only when they show purchase intent, they are shown price/configuration/delivery options.