Product Complexity As a Barrier to Consumer Financial Decision-Making
Product complexity is a major barrier to adaptive financial decision-making. The current experiments use eye-tracking and behavioral measures to investigate how complexity affects consumers’ evaluations of annuity products. We demonstrate that increased product complexity leads to attention failures, lack of comprehension, and decisions that do not reflect preferences over attributes.
Citation:
Timothy Dunn, Philip M. Fernbach, Ji Hoon Jhang, and John Lynch (2018) ,"Product Complexity As a Barrier to Consumer Financial Decision-Making", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 23-27.
Authors
Timothy Dunn, University of Colorado, USA
Philip M. Fernbach, University of Colorado, USA
Ji Hoon Jhang, Oklahoma State University, USA
John Lynch, University of Colorado, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Inside Jokes: Humor as social exclusion
Ovul Sezer, University of North Carolina, USA
Brad Bitterly, University of Pennsylvania, USA
Alison Wood Brooks, Harvard Business School, USA
Maurice Schweitzer, University of Pennsylvania, USA
Michael Norton, Harvard Business School, USA
Featured
C7. The Visually Simple = Healthy Intuition and Its Effects on Food Choices
Yan Wang, Renmin University of China
Jing Jiang, Renmin University of China
Featured
Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences
Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA