Information Load and Consumer Decision Making
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Consumers may lack the capacity, motivation, or time to evaluate complex information or the vast number of available options and may therefore instruct an AI system to identify a specific product or recommend the best option within a given price range.
“For example, consumers may lack the capacity, motivation, or time to evaluate complex information or the vast number of available options (Chernev et al. 2015;Malhotra 1982;Shahid et al. 2025) and may therefore instruct an AI system to identify a specific product or recommend the best option within a given price range.”
From Machine marketing: rethinking the customer in the age of generative AI (2026) · cites this paper as Malhotra 1982
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Vohs, K. D., Baumeister, R. F., Schmeichel, B. J., Twenge, J. M., Nelson, N. M., & Tice, D. M. (2008) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.94.5.883 · Cited by 929 · see citing works
Exploring the Impact of Online Privacy Disclosures on Consumer Trust
Pan, Y., & Zinkhan, G. M. (2006) · Journal of Retailing · doi:10.1016/j.jretai.2006.08.006 · Cited by 291 · see citing works
Decision difficulty in the age of consumer empowerment
Broniarczyk, S. M., & Griffin, J. G. (2014) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2014.05.003 · Cited by 256 · see citing works
Borman, M., & Janssen, M. (2013) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2012.05.012 · Cited by 56 · see citing works
Graf, B., & Antoni, C. H. (2023) · European Journal of Work and Organizational Psychology · doi:10.1080/1359432x.2022.2118051 · Cited by 52 · see citing works
Confusion in internet retailing: causes and consequences
Garaus, M. (2018) · Internet Research · doi:10.1108/intr-11-2016-0356 · Cited by 47 · see citing works
Eppler, M. J., & Mengis, J. (2004) · The Information Society · doi:10.1080/01972240490507974 · Cited by 44 · see citing works
Machine marketing: rethinking the customer in the age of generative AI
Sarstedt, M., Adler, S. J., & Imschloss, M. (2026) · Journal of Marketing Analytics · doi:10.1057/s41270-026-00521-y · Cited by 3 · see citing works
- Authors
- Malhotra, N. K.
- Affiliations
- Georgia Institute of Technology (US)
- Corresponding author
- Malhotra, Naresh K.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1982-03
- Volume
- 8
- Issue
- 4
- Pages
- 419
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2085420111
- Cited by
- 778
- References
- 0
- Citations by year
- 2026: 33 · 2025: 25 · 2024: 28 · 2023: 30 · 2022: 38 · 2021: 25 · 2020: 42 · 2019: 37 · 2018: 24 · 2017: 31 · 2016: 32 · 2015: 41 · 2014: 50 · 2013: 37 · 2012: 34
- FWCI
- 3.94
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Research (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- information load, purchase decision, information overload, consumer choice, decision making under uncertainty
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
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