The cognitive organization of product information: Effects of attribute category set size on information recall

Purpose Prior literature indicates conflicting effects of online product information, which may complicate or simplify consumer purchase decisions. Therefore, the purpose of this paper is to investigate how different online product information (i.e. the choice set size and the popularity information and its presentation) affect consumers’ decision making and the related market outcomes. Design/methodology/approach This research relies on information-processing theories and social learning theory. By stepwise conducting two 2×2 within-subject factorial design experiments, this research examines the effects of the choice set size, product popularity information and product presentation on consumers’ decision making and the aggregated market outcomes. Findings The results show that product popularity information led consumers to either simplify or complicate their decision strategy, depending on the size of the choice sets. Additionally, presenting products by their popularity in descending order resulted in consumers making decisions with a larger decision bias. The results also show that the presence of product popularity was more likely to forge a “superstar” structure in a large market. Practical implications The research suggests that e-retailers and e-marketplace operators should carefully utilize product popularity information. Multiple mechanisms that shape different shopping environments with different orders are necessary to create a long-tailed market structure. Originality/value This study found the mixed effects of product popularity information when it is presented in different environments (i.e. the large/small choice set and the sorted/randomized product presentation). The overuse of popularity information may induce consumers’ decision bias.

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The Cognitive Organization of Product Information

Journal of Consumer Psychology ◽

10.1207/s15327663jcp0204_01 ◽

1993 ◽

Vol 2 (4) ◽

pp. 329-357 ◽

Cited By ~ 2

Author(s):

Jong-Won Park ◽

Robert S. Wyer

Keyword(s):

Product Information ◽

Cognitive Organization

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Face and Word Recognition in Patients with Left and Right Hemispheric Lesions: Evidence from Reaction Times and ERPs

Zeitschrift für Neuropsychologie ◽

10.1024//1016-264x.13.1.69 ◽

2002 ◽

Vol 13 (1) ◽

pp. 69-83 ◽

Cited By ~ 1

Author(s):

Stefan R. Schweinberger ◽

Thomas Klos ◽

Werner Sommer

Keyword(s):

Slow Wave ◽

Reaction Times ◽

Memory Search ◽

Event Related Potentials ◽

Performance Deficits ◽

Set Size ◽

Left Brain ◽

Related Potentials ◽

Abstract Words ◽

Left Brain Damage

Abstract: We recorded reaction times (RTs) and event-related potentials (ERPs) in patients with unilateral lesions during a memory search task. Participants memorized faces or abstract words, which were then recognized among new ones. The RT deficit found in patients with left brain damage (LBD) for words increased with memory set size, suggesting that their problem relates to memory search. In contrast, the RT deficit found in patients with RBD for faces was apparently related to perceptual encoding, a conclusion also supported by their reduced P100 ERP component. A late slow wave (720-1720 ms) was enhanced in patients, particularly to words in patients with LBD, and to faces in patients with RBD. Thus, the slow wave was largest in the conditions with most pronounced performance deficits, suggesting that it reflects deficit-related resource recruitment.

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