Brand Choice Behavior as a Function of Information Load: Replication and Extension

Authors
Jacoby, Jacob Speller, Donald E. Berning, Karol Kohn
Citation
Jacoby, Jacob et al., Brand Choice Behavior as a Function of Information Load: Replication and Extension, Journal of consumer research Consumer research;JCR , 1(1), 1974, pp. 33-42
Journal title
Journal of consumer research Consumer research;JCR → ACNP
ISSN journal
00935301
Volume
1
Issue
1
Year of publication
1974
Pages
33 - 42
Database
ACNP
SICI code
Abstract
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.