Complexity and accuracy in consumer choice: the double benefits of being the consistently better brand

B. Conlon, Benedict G.C. Dellaert and Arthur van Soest ()

No 54, Discussion Paper from Tilburg University, Center for Economic Research

Abstract: This study investigates the impact of choice complexity on consumer utility and choice. The authors find that for choices with up to seven alternatives and seven attributes choice accuracy is affected by three context-based complexity effects but not by task-based complexity. The results suggest that brands that are able to create products that outperform competing products and that do so consistently across multiple attributes benefit from a double bonus. Not only is their product more attractive to consumers, but the accuracy with which consumers choose the product also increases, leading to a further increase in the brand's market share.

JEL-codes: C35 M31 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-dcm and nep-mic
Date: 2001
View list of references View citations in EconPapers

Downloads: (external link)
http://arno.uvt.nl/show.cgi?fid=4239 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: http://EconPapers.repec.org/RePEc:dgr:kubcen:200154

Access Statistics for this paper

More papers in Discussion Paper from Tilburg University, Center for Economic Research
Series data maintained by Corry Stuyts ().