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 MoreFeatured
K10. The Acronym Effect: Acronym and Buzzword Use Lowers Consumer Persuasion
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
Dan King, University of Texas Rio Grande Valley, USA
Ashesh Mukherjee, McGill University, Canada
Featured
H2. Influencing Consumer Response to Products with High Styling: The Role of Mindsets
Ying-Ching Lin, National Chengchi Uniersity, Taiwan
Angela Chang, Northeastern University, USA
Featured
K7. Responses to Online Behavioral Advertising Disclosures: Effects of Disclosure Source Trustworthiness and Message Type on Advertising Outcomes
Iris van Ooijen, University of Twente