Customer Education Increases Trust. Andreas B. Eisingerich & Simon J. Bell MIT Sloan Management Review, October, 2008.
Customer Education Increases Trust [link]Paper  abstract   bibtex   
Service companies shouldn’t worry about teaching their customers too much.
@article{andreas_b._eisingerich_customer_2008,
	title = {Customer {Education} {Increases} {Trust}},
	url = {http://sloanreview.mit.edu/article/customer-education-increases-trust/},
	abstract = {Service companies shouldn’t worry about teaching their customers too much.},
	number = {Fall 2008},
	journal = {MIT Sloan Management Review},
	author = {{Andreas B. Eisingerich} and {Simon J. Bell}},
	month = oct,
	year = {2008}
}

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