Brand Choice Behavior as a Function of Information Load

Publisher Website
Google Scholar
Abstract
A currently popular position among consumer advocates and many public policy makers is that more product information is better. A 3 (number of brands) x 3 (number of items of information per brand) factorial experiment which tested this contention revealed that, while consumers do feel more satisfied and less confused, they actually make poorer purchase decisions with more information.

This publication has 0 references indexed in Scilit: