Unconscious Information Processing Reduces Information Overload and Increase Product Satisfaction

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.



Citation:

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.

Authors

Claude Messner, University of Basel, Switzerland
Michaela Waenke, University of Basel, Switzerland



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

The Effect of Identity Conflict on Price Sensitivity

Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA

Read More

Featured

E5. Volunteer Motivations for Direct versus Indirect Service

Abigail Schneider, Regis University
Eric Hamerman, Iona College

Read More

Featured

Burnishing Prosocial Image to Self vs. Others

Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.