Brand Choice Behavior as a Function of Information Load
Journal of Marketing ResearchPublished 1 February 1974
Jacob Jacoby, Donald E. Speller, Carol A. Kohn
Citations702
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
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.
Keywords
PsychologySocial SciencesBusiness, Management and Accounting
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