Enhancing decision quality through computer-based decision aids: how promotional interventions and Need for Cognition shape effectiveness in online consumer choices
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View abstract on PubMed
Summary
This summary is machine-generated.Promotional nudges boost consumer adoption of computer-based decision aids (CDA), improving online contract decisions. These aids particularly benefit individuals with low Need for Cognition (NFC), enhancing consumer protection.
Area Of Science
- Behavioral Economics
- Consumer Psychology
- Human-Computer Interaction
Background
- E-commerce growth presents consumers with complex information for online contracts.
- Information overload can lead to suboptimal consumer decision-making.
- Digital transparency challenges effective information processing for many consumers.
Purpose Of The Study
- To investigate if computer-based decision aids (CDA) improve online contract decision quality.
- To examine the moderating role of Need for Cognition (NFC) on CDA effectiveness.
- To assess the impact of promotional nudges on CDA adoption.
Main Methods
- A simulated online contracting experiment with 206 participants.
- Assessed decision quality with and without CDA.
- Measured individual differences in Need for Cognition (NFC).
Main Results
- Promotional nudges significantly increased CDA adoption.
- CDA usage led to improved decision quality.
- Low Need for Cognition (NFC) participants benefited most from CDA.
Conclusions
- Decision aids are most effective for consumers less inclined toward effortful information processing.
- Personalized digital decision support can enhance consumer protection.
- Findings inform the design of more effective online consumer interfaces.
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