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Consumer Behavior literature reports that when facing complex decisions and experiencing time presssure, consumers tend to adopt noncompensatory strategies to process information (Payne, Bettman, & Johnson, 1993), using lexicographic decision rules (Mowen e Mirror, 2001) mainly if choosing among low involvement products (Solomon, 2001 ), defer choice less (Dhar e Nowlis, 1999) but accomplish, still, high utility choices (Payne et al.,1988). In the present study participants were asked to visit e-commerce stores offering various-sized assortments and choose both a product and a service. The combined effect of decision complexity (assortment size) and time pressure (at three levels: experimental, objective refering to a price discount and subjective such a stock out warning) in information processing models, coice deferral and final choice utility was measured. Our results support previous research: time pressure leads to the adoption of noncompensatory information processing models, deferral decreases and overall choice utility remains high. However, the differences found at the product level (complex products requires a deeper level of processing, whereas sensory products are perceived on a more holistic way; Krengle & Langner, 2011) as well as between the results from different time pressure types (in a product choice cenario experimental time pressure decreases deferral, but when the decision is upon services, only subjective pressure produces such effect) suggest that researchers should pay more attention to variable operacionalization and to the ecological validity of consumer behavior experimental scenarios.
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