Brand Choice Behavior as a Function of Information Load: Replication and Extension

Jacob Jacoby, Donald E. Speller, Carol Kohn Berning

1974-06-01articleJournal of Consumer Research509 citationsclosed

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

The hypothesis that finite limits exist to the amount of information consumers can effectively use was tested by operationalizing information load in terms of number of brands and amount of information per brand provided. The results of an experiment involving 192 housewives tend to confirm this hypothesis.

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References

1994The magical number seven, plus or minus two: Some limits on our capacity for processing information.

1974Brand Choice Behavior as a Function of Information Load

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