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Not Too Much and Not Too Little: Information Processing for a Good Purchase Decision
Claudia Vogrincic-Haselbacher1, Joachim I Krueger2, Brigitta Lurger3
1Department of Psychology, University of Graz, Graz, Austria.
Frontiers in Psychology
|May 17, 2021
Summary
Consumers do not always make better decisions by processing more information. Focusing on a moderate amount of information, rather than exhaustive searching, leads to higher quality online purchase decisions.
Area of Science:
- Consumer Behavior
- Decision Science
- Information Processing
Background:
- Consumers face abundant information when making online purchases.
- Individual differences exist in willingness and ability to process information.
- Excessive information or alternatives can negatively impact decision quality.
Purpose of the Study:
- To identify distinct consumer information processing styles.
- To determine how search and selection strategies influence decision quality.
- To provide insights for effective consumer information design.
Main Methods:
- Simulated contract conclusion scenarios were used.
- Participants (N=363) chose a cellular service contract online.
- Information processing data was collected using tracking software.
Main Results:
- Three consumer segments were identified based on effort (extent) and focus dimensions.
- Segments: low-effort/low-focus (n=137), moderate-effort/high-focus (n=124), high-effort/low-focus (n=102).
- Moderate-effort, high-focus strategies yielded the best decision quality, aligning with ecological rationality.
Conclusions:
- Optimal online purchasing involves focused information processing, not exhaustive search.
- Effective consumer information strategies should guide users toward focused selection.
- Understanding processing styles can improve online decision support systems.
Keywords:
behavioral trackingconsumer segmentationdecision makingdecision qualityinformation processingMore Related Videos
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