Not Too Much and Not Too Little: Information Processing for a Good Purchase Decision.

ABSTRACT: When deciding on an online purchase, consumers often face a plethora of information. Yet, individuals consumers differ greatly in the amount of information they are willing and able to acquire and process before making purchasing decisions. Extensively processing all available information does not necessarily promote good decisions. Instead, the empirical evidence suggests that reviewing too much information or too many choice alternatives can impair decision quality. Using simulated contract conclusion scenarios, we identify distinctive types of information processing styles and find that certain search and selection strategies predict the quality of the final choice. Participants (N = 363) chose a cellular service contract in a web-based environment that closely resembled actual o

SUBMITTER: Vogrincic-Haselbacher C 

PROVIDER: S-EPMC8115021 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature