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
E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations
Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada
Featured
Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products
Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA
Featured
F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?
Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada