When two is better than one - Product recommendation with dual information processing strategies

Abstract

Extant literature on product recommendation decision aids mainly focus on the use of individual aids in isolation. However, consumers typically shop using a two-step decision making process that necessitates the provision of both detailed attributes information and overall utility value of an item. Drawing on the information processing strategy switching paradigm as the theoretical lens, this paper posits that consumers who are provided with an attribute(alternative)-based screening aid in conjunction with an alternative(attribute)-based explanation-supported evaluation aid would expend less decision effort. That is, one aid should provide either attribute-based or alternative-based information while the other aid should provide a different type of information. In this manner, consumers benefit from both types of information and enjoy a more efficient decision process. © 2014 Springer International Publishing.