Quantity of Information and Information Display Type as Predictors of Consumer Choice of Product Brands

Abstract

Research has shown that consumers like large quantities of product information and believe that it helps them to make better purchase decisions. In light of this finding, it is quite possible that consumers might make brand choice decisions based on the amount of information provided. In cases where brands differ in amount of information, consumers may choose those brands that provide the most information. This article reports the results of exploratory research designed to examine this question as well as the effects of two information display types on brand choice in situations of varying information quantity. The findings revealed evidence to support the hypothesized consumer preference for high‐information brands over low‐information brands. The magnitude of the effect was also found to differ by type of information display.

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