Brand Choice Behavior as a Function of Information Load: Replication and Extension Author(s): Jacob Jacoby, Donald E. Speller and Carol Kohn Berning Source: Journal of Consumer Research, Vol. 1, No. 1 (Jun., 1974), pp. 33-42 Published by: Oxford University Press Stable URL: https://www.jstor.org/stable/2488952 Accessed: 21-09-2019 13:15 UTC REFERENCES Linked references are available on JSTOR for this article: https://www.jstor.org/stable/2488952?seq=1&cid=pdf-reference#references_tab_contents You may need to log in to JSTOR to access the linked references. JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact [email protected]. Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at https://about.jstor.org/terms Oxford University Press is collaborating with JSTOR to digitize, preserve and extend access to Journal of Consumer Research This content downloaded from 194.254.129.28 on Sat, 21 Sep 2019 13:15:48 UTC All use subject to https://about.jstor.org/terms Brand Choice Behavior as a Function of Information Load: Replication and Extension JACOB JACOBY DONALD E. SPELLER, CAROL KOHN BERNING* The hypothesis that finite limits exist to the amount of information consumers can effectively use was tested by operationalizing information load in terms of number of brands and amount of information per brand provided. The results of an experiment involving 192 housewives tend to confirm this hypothesis. disclosure" (cf. Howard & Hulbert, 1973; Jacoby, in For almost any common grocery product, consumers shopping in the typical American supermarket are able to make their selection from among numerous competing brands. Most American supermarkets stock nearly twenty brands of coffee, thirty brands of beer, and forty brands of dry breakfast cereal, for example. The consumer obtains information about brand choice from a variety of sources such as advertising, word-ofmouth communications, the package, and private and press). An alternative perspective is held by those members of the behavioral sciences dealing with human information processing (such as Lipowski, 1973; Miller, 1956; Moray, 1967; Quastler, 1956; Streufert, 1970) and those dealing with statistical prediction (Wherry, 1931, 1940) and clinical prediction (Bartlett & Green, 1966; Kelly & Fiske, 1951). Based upon considerable evi- public rating services. dence, this position maintains that there are finite limits One such source, the package, represents the manufacturer's final opportunity to inform and persuade the consumer, and usually contains a wide variety of information. Much of this appears because the manufacturer or seller wants it there. Some package information is required by law (ingredients, weight, size), and additional information will probably soon appear as a function of recent FDA rulings and pending legislation. to the ability of human beings to assimilate and process information during any given unit of time, and that once these limits are surpassed, behavior tends to become confused and dysfunctional. Conceivably, such a state of information overload can occur in the super- market. The typical full service American supermarket displays more than 8,000 different items on its shelves (Twedt, 1967), most of which are in packages containing an array of more or less complex information. Moreover, not only is the consumer confronted with numerous There are at least two perspectives one might adopt regarding this array of information confronting the consumer. First, there are those who argue that whether or not the consumer uses the information, it ought to be complex alternatives, but the situation is one in which she usually arrives at a purchase decision within a relatively short period of time. there because the consumer has a moral, ethical, and legal right to know. As Bymers has stated: If there is indeed a point beyond which additional information produces dysfunctional consequences, the ramifications for public policy makers, legislators, and marketers would be substantial. Perhaps most importantly, it would generate attention to issues regarding "how much?" and "just which?" information should be retained and, once retained, how best to present it to Congress has passed the [Truth-in-Lending Law] on the issue of the right to know rather than on any evidence of whether or not the consumer uses the information. . . . Congress was correct. The use the consumer makes of information is peripheral to the main issue of right to know. (Bymers, 1972, p. 59). minimize dysfunctional consequences. Jacoby, Speller, and Kohn (1974) recently examined these information overload implications in a consumer context and found positive linear relationships between amount of product information and subjective feelings of satisfaction and certainty, a negative linear relationship with confusion, and a curvilinear (information overload) relationship between amount of information and the accuracy or the "correctness" of the purchase de- It is this very issue of "right to know" which serves as the foundation for the doctrine of "full and affirmative * Jacob Jacoby is Associate Professor and Carol Berning and Donald Speller are graduate students in the Department of Psychological Sciences at Purdue University. This study was supported in part, by a grant from the Consumer Research Institute, Inc., Washington, D.C. 33 JOURNAL OF CONSUMER RESEARCH * Vol. 1 * June 1974 This content downloaded from 194.254.129.28 on Sat, 21 Sep 2019 13:15:48 UTC All use subject to https://about.jstor.org/terms 34 THE JOURNAL OF CONSUMER RESEARCH cision. However, the ability to select correctly the "best" brand was demonstrably poorer at both low and high of information (price, container size, nutritional com- levels of information load compared to intermediate ponents, storage instruction, etc.). Moreover, most of levels. these dimensions are relatively complex from an information theoretic perspective. Assume, for example, that the actual number of "calories per serving" for a particular brand of rice was. one of the 128 whole integer values between 50 and 178 calories. To determine which specific value is involved (e.g., 98 calories per serving) can require as many as seven bits of information. Each information dimension was therefore simplified so that only a single bit would be required to determine the specific value involved (e.g., high vs. low calories per serving; high vs. low cholesterol). Sixteen such relatively "simple" dichotomous information dimensions were generated for each of the two products. Because of the substantial implications that these findings have for public policy decisions, replication attempts using different subjects, products, and improved methods are necessary. The fundamental ways in which the current study differs from the earlier investigation are as follows: (1) Housewives rather than students served as subjects. (2) Rice and prepared dinners were utilized as the products of interest rather than laundry detergent. (3) The item of information presented to the subject was made to conform to the information theoretic definition of an information "bit," by using dichotomous information dimensions. (4) Maximum information load was extended from 72 items to 256 bits. (5) Each of the variables making up information load (that is, number-of-brands and bits-of-information-per-brand) was articulated in terms of four rather than three levels. (6) Additional, qualitatively superior dependent ducts often display at least twenty different dimensions2 The specific information that subjects in each of the cells received for rice was determined as follows. First, a 16 (brands) X 16 (bits of information) matrix was constructed so that the 16 bogus brands, labeled A through P, appeared as an alphabetically ordered margimeasures were introduced. (7) Finally, the current innal row across the top of the matrix, while the 16 indimensions appeared as a marginal column vestigation proceeded beyond the. basic question formation of information load to examine how package information down the left-hand side. Next, the specific value of displays can best be organized. each dimension for each cell was randomly selected from the two values that each dimension was permitted to have(such as high vs. low cholesterol content). The METHOD information developed for the 16 X 16 matrix was that Subjects presented to the twelve subjects in the most complex The subjects were 192 paid housewife volunteers cell. The specific information arrays for the housewives residing in the greater Lafayette, Indiana community. in the remaining cells were generated by starting in the Selection procedures insured a socio-demographically top left-hand corner of the 16 X 16 matrix and then heterogeneous sample in terms of age, education, and working across and down until both the appropriate family composition. number of brands and bits of information per brand were obtained. Design The information associated with each "brand" was placed onto a separate 4" X 6" index card. A different A 4 (number-of-brands) X 4 (number-of-bits-ofletter of the alphabet appeared at the top of each card information-per-brand) between-subjects analysis of to identify that "brand." Thus, for example, subjects variance design was employed in which subjects were in the "8 brands X 12 bits of information" cell each randomly assigned to one of sixteen experimental cells received 8 index cards, labeled A through H, with twelve (n = 12 per cell). There were either 4, 8, 12, or 16 bits of information taken from twelve different informabrands and either 4, 8, 12, or 16 bits of information per tion dimensions appearing on each card. It should be brand presented to the consumers for each product. noted that providing the product information in such All subjects responded to information regarding two a manner presents a simpler crossbrand comparison products: rice and prepared dinners. In order to avoid task for the consumer than would be the case if actual providing subjects with ideas regarding the hypotheses product packages were utilized. of the study and thereby generating possible demand characteristics (cf. Orne, 1962), each subject remained in the same "brand x information bits" treatment condition for both products. The order of product presentation was counterbalanced for subjects within each cell. Operationalizing the Independent Variables Package Information Load. Examination of current supermarket packages for various brands of rice and prepared dinners, as well as discussions with knowledgeable individuals,' revealed that packages for these pro- Mode of Information Organization. In order to study the effects of "organized vs. disorganized" and "same vs. different" informational arrays, both the specific information and the order in which this information 2 To facilitate communication, the following terminology will be employed throughout. The term "information dimension" will be used to refer to a basic category of product information such as price, calories-per-serving, or type of container, while the term "information value" will refer to the specific points or forms that information may assume along these dimensions such as 32?, 64?, and 73? for price, 42, 50, and 70 for caloriesper-serving, and box, tube, plastic bag, or jar for type of con- tainer. Thus, information dimensions are associated with pro1 Raymond C. Stokes, the Director of the Consumer Research Institute, was particularly helpful in this regard. ducts, and information values are associated with specfic brands. This content downloaded from 194.254.129.28 on Sat, 21 Sep 2019 13:15:48 UTC All use subject to https://about.jstor.org/terms BRAND CHOICE BEHAVIOR AS FUNCTION OF INFORMATION LOAD 35 appeared varied for products, brands, and subjects, and reflected the kinds of information arrays now appearing on supermarket products. For rice, half the subjects received values from the same information "ideal" brand of the product was like by checking one of two alternative values for each of the sixteen information dimensions. These alternatives consisted of the dimensions in the same order for each brand (Ri), information arrays the subjects later saw during their shopping trip. The housewives then began their "shopping" trips. E1 while the other subjects received the identical information presented in a different (scrambled) order for each brand (R2). same bits of information used to develop the simulated sixteen-bits-of-information-per-brand cells. The PD con- asked the subjects to examine and evaluate all the information for each of the brands they received. Their task was to choose that brand which they "liked best." They were instructed to raise their hands the instant they had completed this decision task. By referring to a timer which had been activated the instant all subjects simultaneously received their information cards, E2 was able to record the amount of time it took each subject to reach a decision. Each subject then went on to complete a set of subjective state scales and, next, to place all the brands about which she received information in order of decreasing preference to her. After a brief rest period, the essential procedures were repeated for the second dition replicated the manner in which information was product. The prepared dinner (PD) information was used to explore the effect of having the same quantity of information per brand, but consisting of different dimensions of information for each brand. More specifically, the information dimensions presented for each brand of prepared dinners were determined randomly from the 16 available dimr nsions and were presented in random order. Under these circumstances, the amount of overlap across information dimensions utilized for the various brands in a given cell tended to be low (near the theoretical 25 percent level) in the four-bits-of-informationper-brand cells and increased to 100 percent in the provided to subjects in the earlier Jacoby, Speller and Kohn (1974) study. These various information array conditions are hereafter referred to as Rl (same information dimensions considered in same order for each brand), R2 (same information dimensions considered in different order for each brand), and PD (different information dimensions considered in random order for each brand). Each subject was placed into a PD cell and either an Rl or R2 cell, with the number of brands and bits-of-information-per-brand she received the same for both products. Finally, the subjects responded to two questions de- signed to determine whether they had understood the instructions and had been sincere in performing the various tasks. This was followed by two open-ended questions which probed for the existence of possible demand characteristics and were designed to determine whether the subjects had guessed the purpose of the experiment. The subjects were then debriefed and released. Operationalizing the Dependent Variable: Dysfunctional Consequences Procedure Performance Accuracy. The basic operationalization of dysfunctional consequences was based upon the The housewives were tested in groups of three to thirty-two. There were two experimenters, one of whomability of the consumer to choose the "best" brand available to her. Any choice other than the "best" brand (E1) remained with the subjects throughout the experiwas considered dysfunctional in the sense that it would ment, while the other (E2) was stationed on an observanot be as capable of satisfying her desires. However, a tion deck behind a one-way mirror. As part of El's introductory remarks, the housewives were told that the problem exists in supplying a universal definition of "best" in that the combination of product attributes study "is being funded by the Consumer Research Instiwhich makes a brand "best" for one person may not be tute of Washington, D.C. and the results will most the same combination which makes it "best" for a second probably be provided to congressmen working on conperson. Even experts frequently cannot agree as to which sumer legislation." Noticeably impressed with this fact, combination of attributes is "best, in general." Acthe housewives were then asked to be as honest and as cordingly, an idiographic approach was adopted in which accurate as they could be in making their responses. the housewife determined which combination of attriAfter supplying basic demographic data, subjects were butes was "best" for her. told that: "This study is concerned with answering the The "best" brand was operationally defined as that following questions: How do people go about deciding which brand to buy out of the many brands of a product brand of the n brands presented to a given subject which available on the supermarket shelf?" The subjects were most closely approximated the profile of the information then asked to pretend that they were in a supermarket values for her "ideal" brand on the dimensions provided for brands in that cell. Each brand's distance from this shopping for two products (rice and prepared dinners). Each housewife was next required to indicate (on a 5 ideal was determined by summing the importance scores of those dimensions on which the value for the brand in point Likert-type scale) how important each of the sixteen information dimensions supplied for the first question did not match that of the "ideal." The brand product was in helping her decide which brand of that with the smallest cumulative score across dimensions product to buy. Next, each subject indicated what her was operationally defined as the brand closest to the This content downloaded from 194.254.129.28 on Sat, 21 Sep 2019 13:15:48 UTC All use subject to https://about.jstor.org/terms 36 THE JOURNAL OF CONSUMER RESEARCH ideal, while the brand probed with subjective impressions the ofgreatest percent of information cum was interpreted to be the most distant from the ideal. used, number of brands considered, and number of Correctly selecting the brand closest to one's ideal is dimensions considered. These eleven items are hereafter hereafter referred to as "Most Preferred Brand (MPB) collectively referred to as the Subjective State Scales. Accuracy." A second operationalization of performance accuracy consisted of calculating Kendall's coefficient of concordance between each subject's actual preference ranking and the ranking predicted from her description of her ideal brand. This measure will hereafter be referred to as "Rank Order Accuracy." The two accuracy measures are somewhat reflective of March and Simon's (1958) maximizing and satisficing decision strategies. RESULTS A thumbnail socio-demographic sketch of the subjects reveals that the majority (82.3 percent) were currently married, had no job outside of the home (61.5 percent), and reported being part of families where the total amount of annual income was less then $10,000 (52.0 percent). The largest group (48.4 percent) reported having no children living at home. The age of - Performance Speed. Garretson and Mauser (1963, respondents seemed to be distributed almost equally p. 172) contend that the consumer of the future "will across six response categories ranging from "24 years be oriented to buying time rather than product. He will old or younger" to "65 or older." In contrast, the educatake the myriad of sophisticated products at his disposal tional level seemed to be normally distributed across for granted. His chief concern will be to provide himself eight response categories with "high school graduate" with free time in which he can conveniently use products (34.4 percent), "some college" (26.0 percent), and that function to conserve time for leisure and pleasure." "college graduate" (17.2 percent), describing most of In similar fashion, Schary (1971, p. 55) states that: the subjects. "Time is an implicit part of every market offering. ProdApproximately 96 percent reported doing their own ucts are chosen not only because of price, quality, grocery shopping. In general, these women purchased features, or even the images created through promotional prepared dinners more frequently than rice, although activity, but also because of the potential time expendionly 3.1 percent reported never buying rice while 17.7 tures that they entail." It may be assumed that time, percent reported never buying prepared dinners. The itself, is of considerable value and the greater the time data for quantity of rice and prepared dinners purchased required to reach a decision, the more dysfunctional are about what one would expect to be true for comthe process. parable American housewives.3 Accordingly, a second indicator of dysfunctional conResponses to the ten socio-demographic and shopping sequences involved measuring the time required to reach habit items were correlated with the three independent a decision, that is, the total amount of time which elapsed variables (number-of-brands, number-of-bits-of-informfrom the point at which the housewife was first given ation-per-brand, and total-amount-of-information) to the information about each of the brands, to the point determine whether the assignment of subjects to cells at which she indicated reaching a decision about which was biased according to any of these items. The only brand she liked best. This span of time was termed coefficients exceeding .17 were those between age and "Total Sequence Time" (TST). number-of-brands (-.407) and age and total-amountSubjective States. Finally, regardless of time to reach of -information (-.326). Thus, a tendency existed for a decision or ability to select the "best" brand, subjective the older subjects to receive fewer brands and less total states which occur concurrent with and subsequent to the purchase decision (such as the consumer's feelings of satisfaction, confusion, certainty with a decision, desire for more information, perceived risk, and so forth) provide another meaningful basis for evaluating the effects of information load. As examples, with increasing information load, accuracy may remain at a fairly constant level while satisfaction increases (for example, "It was a tough decision, but I feel good because I was able to handle this complex problem."). Or, especially at low levels of information load, while accuracy may be perfect, the consumer may still feel some uncertainty over the decision and desire more information. Accordingly, the following subjective states were probed: satisfaction; certainty; confusion; likelihood of not having selected the best buy for the money; likelihood that an unchosen brand would have been more satisfying; desire for additional information; likelihood that additional information would increase certainty and confidence in the decision; likelihood that additional information would increase confusion. Three additional questions information to evaluate. Only one of the 192 subjects reported experiencing difficulty in understanding the instructions and only one subject reported being less than overwhelmingly sincere in responding to the questions. Judging from their written responses to the open-ended questions at the end of the study and their oral comments during the debriefing session, none of the subjects came close to guessing the purposes of the experiment. Performance Accuracy The data regarding performance accuracy (that is, the ability to select correctly one's "best" brand) will be considered separately for "Most Preferred Brand Accuracy" and "Rank Order Accuracy." MPB Accuracy. Table 1 presents the number of sub3 Again, appreciation is acknowledged to Raymond C. Stokes, a former Senior Vice-President at Comet Rice Mills, Inc., and Vice-President for Research and Development at Uncle Ben's, Inc. This content downloaded from 194.254.129.28 on Sat, 21 Sep 2019 13:15:48 UTC All use subject to https://about.jstor.org/terms BRAND CHOICE BEHAVIOR AS FUNCTION OF INFORMATION LOAD 37 TABLE 1 TABLE 2 CORRECTLY SELECTING THEIR "BEST" BRAND NUMBER OF SUBJECTS (OUT OF 12 IN EACH CELL) UNDER CONDITIONS OF "SAME VS. DIFFERENT" NUMBER OF SUBJECTS (OUT OF 6 IN EACH CELL) CORRECTLY SELECTING THEIR "BEST" BRAND UNDER CONDITIONS OF SAME INFORMATION DIMENSIONS PRESENTED IN SAME VS. DIFFERENT ORDER ACROSS BRANDS INFORMATION DIMENSIONS Rice-Same Information Dimensions Rice I (Same order across brands) (RI + R2 Combined) Number of Brands 4 4 8 6 12 7 Number of Brands 4 16 1 2 No. of bits 8 3 5 1 4 13 per brand 12 16 5 9 6 10 20 31 6 7 4 24 5 15 4 16 16 of per brand 5 3 14 2 8 Number of Brands 3 12 6 8 3 16 2 3 0 2 7 12 7 1 0 1 9 10 3 1 13 4 6 4 14 2 1 12 42 Rice 2 (Different order across brands) 4 8 8 9 4 22 15 16 45 jects in each cell who correctly selected their best brand of rice and prepared dinners. As expected, the subjects were more accurate when the same information dimen- sions were provided across all brands than when the information dimensions were different (81 correct selections for rice vs. 45 for prepared dinners). More- over, MPB Accuracy generally decreased for both products as the number-of-brands increased. However, as the number-of-bits-of-information-per-brand increased, MPB Accuracy increased for rice; it first decreased and then increased for prepared dinners. When these data are plotted in terms of total amountof-information4 MPB Accuracy tended to first decrease, then increase, and finally taper off for rice, and increase and then decrease for prepared dinners. Both curves, particularly the PD curve, display the predicted decrease in accuracy at the higher end of the total information load dimension. Parenthetically, the prepared dinner experimental conditions and resultant curve most closely approximate the experimental conditions and resultant curve of the earlier study. Table 2 compares results for the Rl (same information dimensions- values presented in same order) vs. R2 (same information dimensions-values presented in scrambled order) manipulation. In general, accuracy 4 When results for total amount of information are plotted along an axis ranging from 16 to 256 bits, the values entered above 16, 48, 96, 128, and 192 bits are based on an average computed across 2 cells, while the values appearing above 64 bits are based on an average calculated across 3 cells (8 brands X 8 bits/brand; 16 brands X 4 bits/brand; and 4 brands X 16 3 8 12 4 0 16 1 8 No. of Bits 8 1 3 1' 0 5 per Brand 12 1 5 2 2 10 4 5 9 17 4 7 3 6 16 39 Chi Square = 5.52; p < .80 Chi Square = 13.76; p < .20 bits/brand). 1 Number of Brands bits 16 16 1 Chi Square = 7.75; p < .60 Prepared Dinners-Different Information Dimensions No. 2 11 81 Chi Square = 6.06; n.s. 4 12 3 No. of Bits 8 2 2 0 4 8 per Brand 12 4 4 4 2 14 28 15 8 3 is lower at the high end of the number-of-brands continuum, and better at the high end of the amount-ofinformation-per-brand continuum. Curves based on the total-amount-of-information, however, appear linear with near zero slope and are thus at variance with the findings of the first study. Finally, there seems to be no differential advantage to presenting values from the same information dimensions in the same (Rl) or different (R2) order across brands (42 vs. 39 correct selections, respectively, cf. Table 2). Rank Order Accuracy. Each cell of Table 3 contains the means and standard deviations of the Kendall coefficients of concordance separately for PD, R, Rl, and R2 conditions. In contrast to the MPB Accuracy data (cf. marginal values of Table 1), where accuracy decreases for both products as the number-of-brands increases, we find Rank Order Accuracy stable through 12 brands and then increasing for PD and decreasing for R at the highest level of number-of-brands (cf. marginal values of Table 3). More similar, but not completely consonant with the MPB Accuracy data, Rank Order Accuracy exhibits a constant increase across both products as the number-of-bits-of-information-perbrand increases. The data indicate that Rank Order Accuracy increases for Rice as the amount-of-information-per-brand increases; however, separating the data according to RI and R2 conditions reveals that such increases in agreement between predicted and obtained preference ranking occur only with R2 (same information dimensionsvalues presented in a different order across brand alternatives), and that there is an actual decrease in This content downloaded from 194.254.129.28 on Sat, 21 Sep 2019 13:15:48 UTC All use subject to https://about.jstor.org/terms 38 THE JOURNAL OF CONSUMER RESEARCH TABLE 3 MEANS AND STANDARD DEVIATIONS FOR KENDALL'S COEFFICIENT OF CONCORDANCE CALCULATED BETWEEN THE PREDICTED AND OBTAINED PREFERENCE RANKINGS OF THE BRAND ALTERNATIVES (n = 12 FOR R & PD, & 6 FOR RI & R2) BRANDS 4 X PD 8 S.D. .44 .30 12 X 16 S.D. .60 .15 X .58 Overall S.D. .13 X .59 S.D. .10 X .55 t- 4 R .48 .33 .48 .20 .63 .12 .47 .09 .51 RI O .35 .30 .40 .14 .61 .11 .48 .11 R2 .61 .33 .57 .23 .65 .14 .45 .09 PD .54 .37 .47 .21 .61 .13 .67 .09 .57 R .53 .34 .61 .14 .69 .16 .50 .12 .58 Z O 8 RI .65 .33 .60 .13 .67 .17 .49 .13 R2 .41 .38 .62 .16 .71 PD .65 .25 .57 .16 .56 .15 .14 .51 .63 .12 .11 H3 R .58 .31 .60 .22 .65 .14 .60 .13 O 12 RI .68 .30 .53 .24 .69 .12 .65 .13 z R2 tt Z .47 .31 .67 .20 .62 .16 .55 .10 PD .71 .24 .73 .12 .61 .18 .72 R .57 .30 .73 .11 .72 .12 .61 .17 .14 R2 .07 16 R2 .53 .60 .36 .24 .77 .69 .13 .07 .64 .79 .12 .07 .55 .68 PD X .58 .59 .59 .65 R X .54 .61 .67 .55 agreement as the bits-of-information-per-brand increases for RI (same information dimensions-values presented in same order across brand alternatives). In contrast, the Rank Order Accuracy for R, R1, and R2 exhibit similar patterns when they are plotted against numberof-brands. A plot of the Kendall coefficients from Table 3 according to the total-amount-of-information (i.e., numberof-brands x bits-of-information-per-brand) reveals that Rank Order Accuracy increases rapidly for both prepared dinners and rice, then tapers off with increases in total-amount-of-information, and finally displays a small decrease for rice. Almost the total amount of improvement in Rank Order Accuracy occurs at the very low end of the total-amount-of-information continuum, and the results appear nearly linear with near zero slope from 48 bits onward. Two Newman-Keuls analyses applied to these data reveal no statistically significant differences across the nine concordance means for rice, and only two significant differences for prepared dinners (& at 16 bits vs. & at 128 bits, p < .05; F3 at 16 bits vs. 61i at 256 bits, p < .01). .60 .61 .17 .69 .66 ber-of-bits-of-information-per-brand were statistically significant. Thus, scrambled vs. same order of information dimensions had no effect (F - .46; p - .508). Performance Speed Table 5 presents (separately for prepared dinners and rice) the mean number of seconds that elapsed from the time at which the housewife received the information to the time at which she raised her hand indicating that she had selected her "most preferred brand." While Total Sequence Time increased as total amount of information increased, the marginal means in Table 5 reveal a direct linear relationship between TST and the number-of-brands available, and a small curvilinear relationship between TST and number-of-bits-of-information-per-brand for the data combined across both products. An analysis of variance based upon the TST data (Table 6) resulted in significant main effects for the TABLE 4 SUMMARY RESULTS OF FOUR SEPARATE ANALYSES OF VARIANCE APPLIED TO THE CONCORDANCE COEFFICIENTS CALCULATED BETWEEN THE Table 4 presents the results of separate analyses of variance conducted for PD, R, Rl, R2 Rank Order Accuracy. In each instance, the main effect due to PREDICTED AND OBTAINED BRAND number-of-bits-of-information-per-brand is statistically PREFERENCE RANKINGS (CF. TABLE 3) significant, or nearly so. In contrast, the amount of variance due to number-of-brands is significant only for R P.D. Rice RI R2 and R2. In no instance was the number-of-brands X F p F p F p F p number-of-bits-of-information-per-brand interaction significant. To probe for possibly meaningful interaction Brands (B) 1.30 .274 4.54 .005 1.45 .233 3.72 .015 Bits/Brand effects, another analysis of variance was conducted using (B/B) 4.90 .003 3.99 .009 3.90 .012 2.25 .087 Rl and R2 as levels of a single factor. However, only the main effects due to the number-of-brands and num- B x B/B .48 .888 .48 .888 1.28 .260 .65 .750 This content downloaded from 194.254.129.28 on Sat, 21 Sep 2019 13:15:48 UTC All use subject to https://about.jstor.org/terms BRAND CHOICE BEHAVIOR AS FUNCTION OF INFORMATION LOAD 39 TABLE 5 TABLE 6 AVERAGE TOTAL SEQUENCE TIMES (IN TERMS OF SECONDS) FOR RICE (R), PREPARED DINNERS (PD), AND OVER BOTH PRODUCTS COMBINED (C) Number of Brands 4 R ': 4 PD C R v 8 Xd 156 8 12 196 217 386 155 239 75 155 217 158 149 115 185 301 R 173 186 304 C 183 207 354 208 290 335 396 16 PD C 182 154 182 324 545 185 303 466 df F p Error (Between) 176 Within Products (P) 1 18.629 .001 B x P 3 4.645 .004 B/B X P 3 1.672 n.s. B X B/B X P 9 1.412 n.s. Error (Within) 176 285 4- R 127 187 283 387 ? Soutrce Brands (B) 3 37.822 .001 Bits/Brand (B/B) 3 5.736 .001 B x B/B 9 2.867 .004 PD 223 253 230 430 C 186 184 208 360 234 E 12 PD 194 229 404 457 TO TOTAL SEQUENCE TIME DATA Between 16 241 SUMMARY OF ANALYSIS OF VARIANCE APPLIED 277 mc 170 198 256 381 Note: Because of rounding errors, means for the combined products (C) may be one or two seconds off means calculated from the separate R and PD values. number-of-brands, the number-of-bits-of-informationper-brand, and type-of-product (rice vs. prepared dinners), as well as significant interactions for number-ofbrands X bits-of-information-per-brand, and numberof-brands X type-of-product. The product main effect is interesting in that subjects spent a full minute longer working with the prepared dinner information than with the rice information (282 vs. 221 seconds). This can be interpreted as indicating that more time must be devoted to reading-in and especially processing information for different alternatives when information dimensions are different across alternatives (PD) than when the same information dimensions are provided for each alternative (R). An alternative explanation is that the type of information for prepared dinners is qualitatively or substantially different from that for rice. Examination of this material, however, provides little support for this possibility. dinners (replication condition) than the rice condition. In general, the scales intercorrelate in ways which reflect positively on the validity of the data. Considering only statistically significant values, feelings of satisfaction and certainty were positively intercorrelated (PD, r .789; R, r .793) and negatively correlated with feel- ings of confusion (satisfaction: PD, r - -.342; R, r -.261; certainty, PD, r -.415; R, r - -.351), of not having obtained the best buy (satisfaction: PD, r = -.357; R, r - 283; certainty: PD, r - .438; R, r = -.335), and of feeling that another brand was better (satisfaction: PD, r - -.193; R, r = -.205; certainty: PD, r - -.403; R, r = -.307). Of particular interest, degree of satisfaction was positively related to percent of available information that the housewife reported using (PD, r - .200; R, r - .216). The relationship of the subjective state data to the three independent variables (number-of-brands, number-of-bits-per-brand, and total-amount-of-information) are particularly interesting. First, the strongest relationship for both products was a negative one between moreinformation-wanted and total-amount-of-information provided (PD, r = -.443; R, r = -.218). Also, moreinformation-more-certain was negatively correlated with both number-of-bits-per-brand (PD, r = -.390; R, r -.274) and total-amount-of-information (PD, r -.378; R, r - -.253). Except for the four relation- Subjective States Responses to the eleven subjective state measures were considered separately for each product. Since many subjects had difficulty comprehending what was meant by "How many of the attributes did you seriously con- sider in making your choice?," this last subjective state scale was dropped from all subsequent analyses. Four additional variables (Total Sequence Time, number-ofbrands, number-of-bits-of-information-per-brand, and total-amount-of-information) were added to form sets of fourteen variables considered separately for rice and prepared dinners. Pair-wise intercorrelation matrices for these fourteen variables were. constructed separately for rice and prepared dinners. These data reflect essentially the same pattern of relationships obtained by Jacoby, Speller, and Kohn (1974) although this is more true for the prepared ships described above and the significant positive relationship between total-amount-of-information and degree-of-certainty (PD, r -.322; R, r - .126), none of the remaining 19 relationships between the first eight subjective state dependent measures and the three independent measures reach statistically significant levels for rice, while most are statistically significant or nearly so for prepared dinners. Finally, self report of the number-of-brands-considered is positively related to the number-of-brands (PD, r - .184; R, r - .236) and total-amount-of-information actually available (PD, r = .192; R, r .200). Next, the three independent variables were deleted, and analyses of variance were applied to the remaining data. The findings were: first, that the number of statistically significant relationships obtained with the prepared dinner condition is substantially higher than that This content downloaded from 194.254.129.28 on Sat, 21 Sep 2019 13:15:48 UTC All use subject to https://about.jstor.org/terms 40 THE JOURNAL OF CONSUMER obtained for rice; second, significant number-of-brands RESEARCH parisons is likely to be regarded as hopelessly complex. X amount-of-information-per-brand interaction effects When a choice is that difficult, there may be a tendency to give up trying to compare the alternatives. Instead, are virtually nonexistent; and third, and most noteworthy, the number-of-bits-of-information-per-brand the choice may be made impulsively" (p. 313-314). produced substantially more significant main effects than Evidence from research conducted as an extension to did the number-of-brands factor. These latter two find- the present investigation tends to support the Hendrick et al. assertion. Total Sequence Time (which is equivaings are consistent with the results obtained in Jacoby, Speller, and Kohn (1974). Finally, the effect of having the same information dimensions presented in the same (R1) vs. a different (R2) order was examined by treating these two conditions as levels of a single factor. These analyses reveal that only two of the 48 F tests in which this factor was involved were statistically significant (p < .05), approximately what would be expected on a chance basis alone. Accordingly, it appears that the information organization arrays described by this factor had no differential effect upon the housewives' subjective states. DISCUSSION AND CONCLUSIONS lent to Hendrick et al.'s decision time) can be conceptualized as consisting of several subcategories of time expenditures which may be represented as follows: TST = (Read-in Time) + (Central Processing Time) + (Response Time). Analogous to the manner in which data are first fed into a computer prior to being analyzed, Read-in Time represents the amount of time the consumer devotes to placing information into her decisionmaking system prior to processing this information. Using a comparable sample of housewives and the identical brand information stimuli as in the present study, Jacoby, Kohn, and Speller (1973) found that consumers continued to spend time acquiring package information as the number-of-brands increased; how- When plotted against total-amount-of-information, ever, they actually reduced time 'spent to acquire three of the four major performance accuracy curves information once the number-of-bits-information-per(MPB Accuracy for rice and prepared dinners, and brand began to exceed twelve. That is, these housewives Rank Order Accuracy for rice) display the predicted reacted to "too much" information by giving it less decrease in accuracy at the higher end of the continuum attention, i.e., by "tuning it out." The fact that some and the fourth curve (Rank Order Accuracy for preavailable information is not even permitted to enter the pared dinners) shows a tapering off which could be indecision-making system means that this information terpreted as a possible prelude to a decline. The most cannot possibly be subsequently evaluated during central marked overload effect occurred when the MPB Acprocessing. As a result, consumer choice behavior under curacy measure was applied to the perpared dinner data. conditions where there are numerous relevant informaIt is noteworthy that in terms of information organization dimensions for each of several alternatives may be tion, the PD condition is more representative of current more impulsive than is currently believed. "real world" information displays than is the format The results obtained with the subjective state variaused in presenting rice information. A similar organizables confirrm the findings of Jacoby, Speller, and Kohn tional format yielded similar results (Jacoby, Speller, and (1974). Subjects feel more satisfied, more certain, less Kohn, .1974). In sum, the five accuracy curves from confused, and desire less additional information as the both studies suggest that providing substantial amounts total-amount-of-information they have increases even of package information can result in poorer purchase though they make poorer purchase decisions! Similar decisions. results were obtained by Kelly and Fiske who note that, The relationship of total-amount-of-information to while clinical prediction is actually made less efficient by Total Sequence Time is positive and linear: as the totalthe inclusion of too many predictors, providing this additional information "results in a feeling of confidence amount-of-information to be processed increases( at least up to 256 bits of information), so too does the on the part of the [expert] clinician" (1951, p. 202). amount of time expended to input and evaluate this These findings are also consistent with the results of information. Conceivably, there is some point (e.g., 500 other investigations in the consumer behavior realm. bits, 5,000 bits, 50,000 bits, etc.) beyond which such More specifically, and assuming that the expressed detime expenditures begin to level off and then decrease sire by these subjects for more information would, under or cease altogether. When total-amount-of-information is partitioned into its components, the data indicate that Total Sequence Time is positively and linearly related to number-ofbrands and curvilinearly related to number-of-bits-ofinformation-per-brand. This latter relationship is consistent with Hendrick, Mills, and Kiesler (1968) who found a curvilinear relationship between decision time and complexity, where complexity was defined as "the number of different dimensions or attributes perceived as relevant to the choice." These authors reasoned as follows: "A choice which involves. ... many com- appropriate circumstances, lead to subsequent information acquisition behavior, both Swan (1969) and Katona and Mueller (1955) found that satisfaction was inversely related to actual information seeking. Similarly, the greater the degree of uncertainty (and, therefore, the higher the degree of perceived risk), the greater the amount of information seeking (Bauer, 1960; Cox, 1967; Sheth and Venkatesan, 1968). While the findings are basically consistent with those obtained in Jacoby, Speller, and Kohn (1974), examination of the respective performance accuracy curves seems to imply that housewives can contend with greater This content downloaded from 194.254.129.28 on Sat, 21 Sep 2019 13:15:48 UTC All use subject to https://about.jstor.org/terms BRAND CHOICE BEHAVIOR AS FUNCTION OF INFORMATION LOAD 41 may involve organizing and integrating the discrete inamounts of informational input than can university stuformation bits into large "information chunks." In this dents. The highest value on the total-amount-of-informaregard, an interesting question concerns the extent to tion dimension was 72 in the earlier study and 256 in the which a brand or manufacturer's name represents a present investigation. One possible explanation for the chunk of information. Conceivably, the consumer who housewives' seemingly greater ability may be that the places great reliance upon brand and manufacturer name housewives simply concentrated and tried harder on this has earlier made some direct, cross-brand comparisons task. The housewives all seemed to approach this study Yery seriously, particularly after being informed that theon the specific information dimensions she considers important, arrived at impressions of the various alternaresults "would be provided to Congressmen working on tives based on these comparisons, and then, via a learnconsumer legislation." Moreover, for most of these ing process, has associated the specific information with women, being on a university campus and participating the appropriate brand name. Thereafter, the brand in a scientific investigation was a relatively novel exname may serve as the basic device for summarizing perience. In contrast, the typical student subject probaand evoking some or all of the other information conbly participated in at least one investigation during the immediately preceding year and accepted the entire tained on the package. procedure rather casually. In conclusion, the research conducted thus far suggests that there are finite limits to the consumer's ability to accommodate substantial amounts of package information within a limited time span. However, numerous questions remain to be answered and additional research is required before any definitive conclusions or public policy decisions can or should be made based on these data. In particular, the following four questions must be A second explanation for the ostensibly superior performance of the housewives resides in the fact that, while the housewives had more information to contend with, it was relatively simple information in comparison to that provided to the students. That is, the information provided to the housewives came from 2-point di- mensions while the information provided to the students came from articulated, 7-point dimensions. In this regard, the earlier study more closely approximated most real world product information displays. Packages for different brands of rice typically do not take only one of two points (high versus low), but usually assume many different specific values along an information dimension such as price. A final explanation for the differential housewifestudent performance may be that, as a result of the numerous years of shopping experience, housewives have developed an ability to accomodate the large amounts of product information conveyed by super- market packages. Regardless of how simple the information provided to the housewives was, 256 bits represents a considerable amount of information to contend with. Indeed, the vast amount of behavioral science literature consistently finds performance decrements at much lower levels of information load. This suggests that, in order to avoid being overwhelmed by this substantial amount of in- formation, certain processes and strategies were employed to reduce the amount of information actually utilized in reaching a decision. Evidence already exists (e.g., Hansen, 1969; Olson and Jacoby, 1972), to indicate that consumers base their purchase decisions on their most important three to five product attribute dimensions rather than on all available information. Increased empirical attention to the variety of models addressed. 1. Is there, in fact, an optimal information load in consumer decision making? 2. If so, does this optimal load vary as a function of the type of consumer population being considered (e.g., housewives, college students, the elderly, the economically disadvantaged, the undereducated, children and adolescents, etc.)? 3. 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