Brand Choice Behavior as a Function of Information Load
Brand Choice Behavior as a Function of Information Load
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DOI：
10.1177/002224377401100106
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发表时间：
1974-02
影响因子：
6.1
通讯作者：
J. Jacoby;Donald E. Speller;Carol A. Kohn
中科院分区：
文献类型：
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作者：
J. Jacoby;Donald E. Speller;Carol A. Kohn
消费者权益倡导者和许多公共政策制定者目前流行的一个立场是，产品信息越多越好。检验这一论点的3(品牌数量)×3(每个品牌的信息条目数量)析因实验表明，虽然消费者确实感到更满意、更少困惑，但他们实际上在拥有更多信息的情况下做出了更糟糕的购买决定。
A currently popular position among consumer advocates and many public policy makers is that more product information is better. A 3 (number of brands) × 3 (number of items of information per brand) factorial experiment which tested this contention revealed that, while consumers do feel more satisfied and less confused, they actually make poorer purchase decisions with more information.