Unconscious information processing reduces information overload and increases product satisfaction

Abstract Consumers are less satisfied with a product chosen from an extended assortment than from a limited one. Presumably, information overload causes decreased satisfaction and reducing information overload would increase satisfaction. Building on Unconscious Thought Theory, results suggest that this classic effect reverses when consumers do not deliberate. Consumers reported lower satisfaction with a praline chosen from a large assortment than from a small one, when they either deliberated intensively or chose spontaneously. This effect reversed when consumers were distracted before choosing. Unconscious thinking about a large assortment led to the highest product satisfaction.