Decisions Based on External Versus Internal Cues: the Dual Effect of Attribute Quantity on Choice

Aner Sela, Stanford University, USA
Jonah Berger, University of Pennsylvania, USA
We demonstrate that the quantity of product information presented influences choice (e.g., between utilitarian and hedonic options) by shifting the focus of evaluation from internal to external cues. Under deliberative processing, fewer attributes favor hedonics, whereas more attributes favor utilitarian options. These effects reverse, however, under heuristic processing.
[ to cite ]:
Aner Sela and Jonah Berger (2011) ,"Decisions Based on External Versus Internal Cues: the Dual Effect of Attribute Quantity on Choice", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.