Interactive Restructuring: Implications For Decision Processes and Outcomes

Nicholas Lurie, Georgia Institute of Technology, USA
Na Wen, Georgia Institute of Technology, USA
Doe Hyun Song, Georgia Institute of Technology, USA
Many online environments offer interactive tools that allow consumers to restructure decision environments. Results from two experiments show that sorting tools increase choice accuracy in positively correlated environments but not in negatively correlated environments. When sorting tools are available and product attributes are negatively correlated, people sort more, spend more time acquiring information, but are more selective. When product attributes are negatively correlated, sorting lowers choice quality when elimination tools are not available but increases choice quality when elimination tools are available. When attributes are positively correlated, sorting improves decision quality regardless of the availability of elimination.
[ to cite ]:
Nicholas Lurie, Na Wen, and Doe Hyun Song (2009) ,"Interactive Restructuring: Implications For Decision Processes and Outcomes", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 694-695.