Deliberation or distraction: How the presentation format of choice information impacts complex decision making

Jonathan Hasford, David M. Hardesty and Blair Kidwell

Journal of Business Research, 2019, vol. 103, issue C, 195-205

Abstract: The authors extend unconscious thought theory by investigating how differences in the presentation of information affect subsequent conscious and unconscious thought. Three studies demonstrate that when information about choice options is presented individually, a period of conscious thought helps improve choice quality. Conversely, when information about choice options is presented across all options in an attribute-by-attribute manner, a period of unconscious thought enhances choice quality. Furthermore, these effects are generalized to the choice of real products with attribute information and presentation differences taken from a major online retailer. Implications for unconscious thought theory and buyer behavior are discussed.

Keywords: Conscious thought; Complex choice; Decision making; Presentation format; Unconscious thought theory (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:103:y:2019:i:c:p:195-205

DOI: 10.1016/j.jbusres.2019.06.043

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