Information Overload and Argumentation Changes in Product Reviews: Evidence from NeuroIS

Florian Popp (), Bernhard Lutz () and Dirk Neumann ()
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Florian Popp: University of Freiburg
Bernhard Lutz: University of Freiburg
Dirk Neumann: University of Freiburg

A chapter in Information Systems and Neuroscience, 2022, pp 9-21 from Springer

Abstract: Abstract Information overload theory suggests that consumers can only process a certain amount and complexity of information. In this study, we focus on product reviews with different complexity in terms of argumentation changes, i.e., alternations between positive and negative arguments. We present the results of a NeuroIS experiment, where participants processed product reviews with low or high rates of argumentation changes. Participants were asked to state their perceived helpfulness of the product review, their purchase intention for the product, and self-reported information overload. During the experiment, we measure cognitive activity based on eye-tracking and electroencephalography (EEG). Our preliminary results suggest that a higher rate of argumentation changes is linked to greater self-reported information overload, and greater cognitive activity as measured by EEG. In addition, we find that greater self-reported overload is linked to lower perceived review helpfulness, and lower purchase intention.

Keywords: Product reviews; Information overload; EEG; Eye-tracking (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-031-13064-9_2

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DOI: 10.1007/978-3-031-13064-9_2

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