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.

This diploma thesis deals with the Product Information Management (PIM) and compares PIM software tools. Its goal is to introduce the area of the PIM systems in Czech language. Next subgoal is to define system of criteria. It is also necessary to achieve the last goal -- to analyze and compare PIM software. The method I used is the exploration of information sources; obtaining information through email communication and use of empirical knowledge to define system of criteria. The contribution of this work is the same as its goals. The work is divided into two parts. The first theoretical part deals with PIM definitions, context, functionality, architectures and PIM market developing. The second practical part involves selecting of particular PIM software tools, defining system of criteria and comparison of PIM software tools.

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Abstract This study mainly investigated the changing of pricing leverage of brand among different situations, especially, among distinctive product categories and among various levels of product knowledge which consumers obtained. Firstly, the research tries to verify existence of the hypothesized pricing leverage of brand; that is to test (1) the influences of levels of brand awareness on consumers¡¦ price perception; and (2) the effect of brand awareness on consumers¡¦ tolerance over the price increasing. In addition, this research manipulates three other variables, namely: product category, product knowledge which consumer obtained, and consumers¡¦ involvement toward the product in interest, as to seek and explore the conditions on which the pricing leverage of brand can occur. As experimentation is the method of this study, it utilizes a 3 ( brand awareness: high, middle, low) x 3 ( product category: convenience goods, shopping goods, specialty goods) x 2 ( product knowledge: much, little) x 2 (involvement: high, low) factorial design as its basic framework of experiment design. A focus group depth interview discussion, which participants were from target subject group, was held to collect the appropriate or suitable products, brands, pricing levels, product information, and product attributes, ... etc. The products eventually used in the experiments are six items: fresh milk, toilet tissue, hand-bag, leisure shoes, watch, and digital camera. According to the products chosen, the brand names are selected based on the levels of awareness in the markets in which the subject purchase. The subjects of the experiments are 144 students of National Sun Yat-sen University located in Kaohsiung, Taiwan. There are 815 entries of data obtained from the subject in the experiments. Factor analysis, ANOVA, and MANOVA are used to analyze the data obtained from the experiment. The analysis findings support several propositional statements, including (1) the higher level of market awareness a brand enjoys, the higher price perception consumers acquire for it; (2) Among the difference product categories, the effect of price leverage of brand varies; (3) there is no influence from the magnitude of product knowledge which consumer obtained on the price leverage of brand.

<p>Problem drafting: Is it possible to give the customer larger foundation for decision making of contemplated product by presenting more extensive and personal filtered information regarding the product, with the help of a personal RFID-reader?</p><p>Methodology: In this bachelor thesis, we used constructive research to build the prototype in which we used a conceptual-analytic approach to gather the information to build it. Empirical studies were used for evaluation.</p><p>Results: Our conclusion shows that even though it is possible to</p><p>increase the basis on which the customers make decisions, through a RFID system, there are several issues that need to be addressed and taken into consideration before making it possible to implement such a system.</p>

Problem drafting: Is it possible to give the customer larger foundation for decision making of contemplated product by presenting more extensive and personal filtered information regarding the product, with the help of a personal RFID-reader? Methodology: In this bachelor thesis, we used constructive research to build the prototype in which we used a conceptual-analytic approach to gather the information to build it. Empirical studies were used for evaluation. Results: Our conclusion shows that even though it is possible to increase the basis on which the customers make decisions, through a RFID system, there are several issues that need to be addressed and taken into consideration before making it possible to implement such a system.

Online fashion retailers use a wide array of colour names to describe the colours of their products; ranging from simple colour names such as the primary colours to more ambiguous colour names such as cloud and blush. Although many online retailers devote resources to the selection of colour names, no such research exists on the impact this has on online fashion consumers’ behaviours.The impact of colour naming on online fashion consumers is important as fashion and colour have a symbiotic relationship therefore the representation of colour within an online fashion retail setting is crucial. The need for colour naming within online fashion retailing is further intensified by the difficulties of accurately representing colour online and therefore the role of written product information, such as colour naming becomes important. To that end, this research aims to examine the impact of colour naming on online fashion consumers’ behaviours. Cognitive responses are considered to investigate the role of colour naming in providing information. Emotional responses are investigated to determine whether colour naming influences consumers in the same way colours are known to influence consumer behaviour. Finally, cognitive and emotional responses to colour naming are investigated to determine the impact on purchase outcomes within the online fashion retail environment. Qualitative and quantitative research approaches are used to derive empirical data. Through interviews and online questionnaires it establishes evidence to support the importance of colour naming within the online retail environment. Two online questionnaires were administered to determine the impact of colour naming on emotional responses and preferences for the colour naming categories within the online fashion retail environment by using the colour name appeal construct developed for this research. In-depth interviews were carried out to determine the impact of colour naming on cognitive responses and purchase intentions.The findings present a statistical significance for the causal relationship between colour naming and emotional responses. They reveal more complex colour names such as common descriptive, unexpected descriptive and ambiguous colour names are more likely to elicit emotions compared to common colour names. The findings also reveal the same colour naming categories are also more appealing within the context of online fashion retailing.A laddering technique was applied to the interviews. The results reveal that colour naming impacts on purchase intentions via a number of intervening variables; colour information, product information, product perception, information processing technique, aiding the shopping experience, understanding the product, emotional response, personal values, and post-purchase satisfaction. Again the complex colour names are found to have a wider reaching impact. Common and unexpected descriptive colour names did not always provide useful colour information to the consumers.This research presents empirical evidence regarding the impact of colour naming on online fashion consumers, thus shedding light on appropriate colour naming strategies for online fashion retailers.

Yes / Whilst many studies consider labelling as means of aggregated communication of environmental product features, the presentation of detailed product information seems a promising alternative. However, the mechanisms through which detailed product information takes effect on consumers requires better understanding. This study empirically develops a framework that focuses on consumers’ perceived usefulness of, and trust in, detailed product information, whilst also considering the role of environmental self-identity. This understanding will help businesses to further stimulate eco-friendly consumption. Structural equation modelling and conditional process analysis are utilised to test hypotheses based on a sample of 279 respondents to a German online survey. Findings: Results show that the perceived usefulness of product information has a positive effect on purchase intention, and this effect is intensified by an individual’s environmental self-identity. Furthermore, for consumers with high environmental self-identity, the effect of perceived usefulness of product information on purchase intention is mediated in turn by trust in detailed product information and resistance to negative information. This study contributes to the debate on the role of product information in ethical consumption by showing how detailed product information gives rise to favourable behavioural outcomes. When detailed information is perceived as being useful, it can affect purchase intention through greater trust and an increased resistance to negative information. Further, detailed product information appears beneficial for both, the mass market and specific segments with high environmental self-identity. Hence, this study empirically establishes the effects of detailed product information on consumer decision-making, thus informing sustainability-related marketing theory and practice.

Consumers rely on sources of information to learn about products and make informed purchasing decisions. In fact, one of the first factors consumer consider when evaluating product information, is the source of that information. Yet despite the importance of the source, research on this topic is sporadic, leaving my unanswered questions. This dissertation advances our understanding of how three different sources of information influence consumers' perceptions and decision making. In the first study, we examine two sources (consumer originated and third party) to determine which one dominates in a persuasion episode. We find consumers overwhelmingly prefer consumer originated versus third party sources because they believe fellow consumers convey information that is diagnostic of future product experiences. In our second study, we show how a subtle firm-dominated characteristic, firm size, influences manufacturing assumptions and purchase behavior. We find consumers prefer small to large firms for unique products, because they assume small firms have a high degree of human intervention in the manufacturing process. / Doctor of Philosophy / Consumers rely on sources of information to learn about products and make informed purchasing decisions. In fact, one of the first factors consumer consider when evaluating product information, is the source of that information. Yet despite the importance of the source, research on this topic is sporadic, leaving my unanswered questions. This dissertation advances our understanding of how three different sources of information influence consumers' perceptions and decision making. In the first study, we examine two sources (consumer originated and third party) to determine which one dominates in a persuasion episode. We find consumers overwhelmingly prefer consumer originated versus third party sources because they believe fellow consumers convey information that is diagnostic of future product experiences. In our second study, we show how a subtle firm-dominated characteristic, firm size, influences manufacturing assumptions and purchase behavior. We find consumers prefer small to large firms for unique products, because they assume small firms have a high degree of human intervention in the manufacturing process.