Information load at various thresholds has been asserted to cause a decline in decision quality across several domains, including marketing (Eppler and Mengis 2004). The influence of each information load dimension may vary by study and context (Malhotra 1982; Lurie 2002; Lee and Lee 2004). Given the explosion of information available on the internet, attracting an estimated 144 million U.S. users (Burns 2006a), this experimental research examined how three dimensions of online product information load influenced consumers’ perceived cognitive effort. To the researcher’s knowledge, online product breadth, depth, and density have not been empirically tested together, in a multi-page within website context. A nationwide panel of 268 adult consumers participated in the web-based consumer electronics online search and selection task. Results suggest that a consumer’s perceived cognitive effort with the search and selection task negatively influences choice quality and decision satisfaction. Although product breadth directly influenced both choice quality and cognitive effort negatively, cognitive effort mediated product depth’s influence on choice quality and decision satisfaction. The perception of informational crowding also negatively influenced cognitive effort. Additionally, a choice involvement scale was adapted and developed based upon Schwartz’s (2004) Maximizer and Satisficer scale. Results suggest that the higher one’s choice involvement (tendency toward being a Maximizer), the lower one’s perceived cognitive effort with the search and selection task. Both product and choice involvement demonstrated a direct negative influence on cognitive effort, lending further empirical support for the information processing theory of consumer choice (Bettman 1979). A stimulus-organism-response framework, adapted from environmental psychology, was employed to model the relationships among the constructs tested. Results suggest that this framework may be helpful for guiding future online consumer research.

Kadangi įmonės atlieka naujo produkto įvedimą į rinką nesiremiant metodiškai pagrįsta, naujo produkto įvedimo į rinką matrica, naudoja tik atskirus privalomus tokios metodikos elementus, ir neturi tinkamų įvertinimo kriterijų naujo produkto įvedimo sėkmei pamatuoti pasitvirtino rekomenduotina naudoti darbo autoriaus pristatytą „Naujo produkto įvedimo į rinką modelį, kuris pagelbės įmonių konkurencingumo užtikrinimui. / The aim of the study is to formulate a model that Lithuanian enterprises could use in practice getting a new product entry into the market. The object of the study is the enterprises which are selling water heaters established in Kaunas city. The main argument of the study was that these enterprises do not have clearly delineated, prepared after methodological concepts new product entry to the market matrix, that the enterprises do not possess proper assessment criteria for the new product entry to the market success measurement. The author of the study has made a theoretical analysis of the papers and presented the new product entry to the market scientific approaches. It is estimated the new product entry to the market models proposed by the number of scientists in various papers and studies. The empirical research was held in 2005-2006 study years. 10 enterprises took part into the research. According to the research data and theory analysis the author formulated a new product entry to the market model that Lithuanian enterprises can use in their practice.

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Understanding how consumers evaluate products is of great interest to market researchers. Different approaches focus on how consumers compare, combine or process attributes (Bettman, Luce and Payne 1998, 2008; Chen and Chaiken 1999; Cohen, Fishbein and Ahtola 1972). While attribute evaluation is clearly central to these approaches, what makes particular product attributes influential to consumers’ overall evaluation of the product is not entirely clear. One of the central goals of the current work is to examine why certain product attributes are appealing or unappealing, and to explore the implications of this for product evaluation research, including work on choice and persuasion, and more focused investigations on the role of trivial attributes. I structure this framework around two broad issues: First, I suggest that product evaluation is based on an attribute’s ability to fulfill a particular goal. Furthermore, I examine the specific processes by which activated goals influence the role of product features on the evaluation of the product itself. Specifically, I suggest that goals are more likely to influence the impact of product attributes on product evaluation when goals are activated and perceived to fit with the product. Second, I focus on three product related features within the consumption environment that are likely to activate certain goals, especially extra-consumption goals (i.e. goals that are not directly relevant to the function of the product, but that may nevertheless exert an important influence on product evaluation). Those aspects include the context in which the product is evaluated (e.g. choosing between multiple products versus evaluating an individual product), product category associations (e.g. fair trade and coffee), and even specific features of the product being evaluated (e.g. shampoo with “eco-friendly” ingredients). These aspects can activate goals that influence the role of the product’s specific features on overall evaluation. / Thesis (Ph.D, Management) -- Queen's University, 2010-11-29 16:55:13.751

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