Recommendation Agents As Consumer Response Heuristic to Information Overload and the Joint Effects on Choice Quality, Choice Confidence, and Website Evaluation

Muhammad Aljukhadar, HEC Montreal, Canada
Sylvain Senecal, HEC Montreal, Canada
Charles-Etienne Daoust, Cossette Communication Group, Canada
The debate on the antecedents and consequences of information overload is ongoing. Given the low online search costs, consumers are particularly exposed to elevated information amounts during product choice. This research integrates the traditional and structural methods in product information measurement to investigate (1) the relationship between information amount (bits) in a product choice set and information overload perceptions, (2) consumers’ tendency to employ information processing reduction heuristic (by consulting a recommendation agent) as information bits and overload perceptions increase, and (3) the joint effects of consulting a recommendation agent and information overload on performance (choice quality, choice confidence and difficulty, and retailer website evaluation).
[ to cite ]:
Muhammad Aljukhadar, Sylvain Senecal, and Charles-Etienne Daoust (2010) ,"Recommendation Agents As Consumer Response Heuristic to Information Overload and the Joint Effects on Choice Quality, Choice Confidence, and Website Evaluation", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 743-744 .