Brand Choice Behavior as a Function of Information Load

A currently popular position among consumer advocates and many public policy makers is that more product information is better. A 3 (number of brands) x 3 (number of items of information per brand) factorial experiment which tested this contention revealed that, while consumers do feel more satisfie...

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Bibliographic Details
Published inJournal of marketing research Vol. 11; no. 1; pp. 63 - 69
Main Authors Jacoby, Jacob, Speller, Donald E., Kohn, Carol A.
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.02.1974
SAGE PUBLICATIONS, INC
Subjects
Brands
Consumer behavior
Consumer choice
Consumer goods
Consumer information
Consumer psychology
Consumer research
Decision making
Detergents
Factorial experiments
Marketing
Right to know
Shopping
Supermarkets
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Summary:A currently popular position among consumer advocates and many public policy makers is that more product information is better. A 3 (number of brands) x 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.
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ISSN:0022-2437
1547-7193
DOI:10.1177/002224377401100106