Unconscious information processing reduces information overload and increase product satisfaction

Messner, Claude and Wänke, Michaela. (2009) Unconscious information processing reduces information overload and increase product satisfaction. Advances in consumer research, Vol. 36. pp. 1047-1048.

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Official URL: http://edoc.unibas.ch/dok/A5250909

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Consumers are less satisfied with a product chosen from an extended assortment than one from a limited assortment (Iyengar & Lepper, 2000). Presumably, information overload is responsible for decreased satisfaction. Decreasing information overload during the decision process should therefore increase satisfaction. One possibility to increase processing capacity is unconscious information processing (Dijksterhuis et al. 2006). We demonstrate that a spontaneous selection from an extended assortment leads to an information overload as well as extensive conscious information processing. However, unconscious information processing is one way to enjoy the advantages of an extended assortment without an information overload.
Faculties and Departments:07 Faculty of Psychology > Departement Psychologie > Ehemalige Einheiten Psychologie > Sozial- und Wirtschaftspsychologie (Wänke)
UniBasel Contributors:Wänke, Michaela and Messner, Claude Mathias
Item Type:Article, refereed
Article Subtype:Research Article
Publisher:Association for Consumer Research
Note:Publication type according to Uni Basel Research Database: Journal article
Last Modified:22 Mar 2012 14:25
Deposited On:22 Mar 2012 13:45

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