The effects of information form and domain-specific knowledge on choice deferral

Jens Lange and Barbara Krahé

Journal of Economic Psychology, 2014, vol. 43, issue C, 92-104

Abstract: Three studies examined the effect of information form on choice deferral in consumer choice and explored the moderating role of knowledge about the product domain. Two theoretical approaches were contrasted: (1) The process approach predicting that choice deferral varies as a function of information form, and (2) the communication approach predicting an interaction of information form and domain-specific knowledge. Participants were presented with different laptops described in an absolute (e.g. ‘300GB hard disc’), evaluative-numerical (e.g. ‘hard disc with 30 out of 100 points in an expert rating’) or evaluative-verbal (e.g. ‘bad hard disc’) information form, and they could choose to buy one of the laptops or defer. Domain-specific knowledge was also assessed. In Study 1, evaluative-numerical and evaluative-verbal values led to more deferral in people with high domain-specific knowledge. The pattern for evaluative-numerical and evaluative-verbal values was replicated for a different information organization in Study 2. Study 3 showed that absolute values led to more deferral the less knowledgeable participants were and demonstrated that domain-specific knowledge and deferral were unrelated when absolute and evaluative-verbal values were presented in combination. In sum, the results support the communication approach and have methodological implications for decision research and theoretical implications for understanding choice deferral in real-life decisions.

Keywords: Choice deferral; Information form; Domain-specific knowledge; Communication; Consumer choice (search for similar items in EconPapers)
JEL-codes: D83 M31 (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joepsy:v:43:y:2014:i:c:p:92-104

DOI: 10.1016/j.joep.2014.05.001

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