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 More

Featured

Meaningfulness in New Products: Conceptualization and Measurement

Maria Sääksjärvi, Delft University of Technology, The Netherlands
Katarina Hellén, Univeristy of Vaasa

Read More

Featured

Decreasing Impatience with Bundled Donations

Sachin Banker, University of Utah, USA

Read More

Featured

Doing Worse by Doing Good: How Corporate Social Responsibility makes Products Less Dangerous

Linda Lemarié, University of Neuchâtel
Florent Girardin, University of Neuchâtel

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.