Unconscious Information Processing Reduces Information Overload and Increase Product Satisfaction

Claude Messner, University of Basel, Switzerland
Michaela Waenke, University of Basel, Switzerland
Consumers are less satisfied with a product chosen from an extended assortment than one from a limited assortment (Iyengar & Lepper, 2000). Presumably, information overload is responsible for decreased satisfaction. Decreasing information overload during the decision process should therefore increase satisfaction. One possibility to increase processing capacity is unconscious information processing (Dijksterhuis et al. 2006). We demonstrate that a spontaneous selection from an extended assortment leads to an information overload as well as extensive conscious information processing. However, unconscious information processing is one way to enjoy the advantages of an extended assortment without an information overload.
[ to cite ]:
Claude Messner and Michaela Waenke (2009) ,"Unconscious Information Processing Reduces Information Overload and Increase Product Satisfaction", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1047-1047.