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.
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.
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
NA - Advances in Consumer Research Volume 46 | 2018
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