Information overload in the context of apparel

Julie V. Stanton · Diane M. Paolo

31 citations0/0 files storedJournal of Fashion Marketing and Management

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Consumer Perception and Purchasing Behavior

Abstract

Purpose This study aims to examine the nature and impact of information overload and related coping strategies in the context of apparel shopping. It also examines perceptions of overload and coping strategies as antecedents to consumer confidence, shopping orientation and leader/follower status. Design/methodology/approach Focus groups and previous literature are used to develop components for a survey of US consumer perceptions. The 205 valid responses were factor analyzed to identify components of information overload and coping strategies, and cluster analysis was used to identify groupings of consumers around those constructs. Findings Consumer segments that result from cluster analysis show meaningful descriptions regarding information flow, over‐choice and coping strategies. Segments also differ on confidence level, shopping orientation and fashion leadership in ways that appear logically related to their information and coping strategy perspectives. Research limitations/implications The study does not explore the underlying psychological and intellectual processes that influence attitude toward information flow and coping strategies. Practical implications By categorizing consumer attitudes toward and strategies for coping with too much information, the study offers the industry insight into how modern marketing strategies may backfire rather than create knowledgeable consumers ready to adopt the latest products made available to them. Originality/value This study is the first to view information overload and coping strategies as antecedents to confidence, shopper orientation and fashion leadership.

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1956The magical number seven, plus or minus two: Some limits on our capacity for processing information.1994The magical number seven, plus or minus two: Some limits on our capacity for processing information.1974An Index of Factorial Simplicity 1998Constructive Consumer Choice Processes 1982Information Load and Consumer Decision Making 1974Brand Choice Behavior as a Function of Information Load 2004Fashion clothing consumption: antecedents and consequences of fashion clothing involvement 1974Brand Choice Behavior as a Function of Information Load: Replication and Extension

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2015The more, the better? Why abundant information leads to unanticipated outcomes 2024Investigating consumers’ slow fashion purchase decision: role of lack of information and confusion 2019Fashion trendsetting, attitudes toward money, and tendency to regret 2015College students’ frequency of use of information sources by fashion leadership and style of information processing 2022Shoppers’ susceptibility to information overload: scale development and validation

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