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Not Too Much and Not Too Little: Information Processing for a Good Purchase Decision.

ABSTRACT: When deciding on an online purchase, consumers often face a plethora of information. Yet, individuals consumers differ greatly in the amount of information they are willing and able to acquire and process before making purchasing decisions. Extensively processing all available information does not necessarily promote good decisions. Instead, the empirical evidence suggests that reviewing too much information or too many choice alternatives can impair decision quality. Using simulated contract conclusion scenarios, we identify distinctive types of information processing styles and find that certain search and selection strategies predict the quality of the final choice. Participants (N = 363) chose a cellular service contract in a web-based environment that closely resembled actual online settings in the country of study. Using information processing data obtained with tracking software, we identify three consumer segments differing along two dimensions - the extent dimension, referring to the overall effort invested in information processing, and the focus dimension, referring to the degree to which someone focuses on the best available options. The three subgroups of respondents can be characterized as follows: (1) consumers with a low-effort and low-focus information processing strategy (n = 137); (2) consumers with a moderate-effort and high-focus information processing strategy (n = 124); and (3) consumers with high-effort and low-focus information processing strategy (n = 102). The three groups differed not only in their information processing but also in the quality of their decisions. In line with the assumption of ecological rationality, most successful search strategies were not exhaustive, but instead involved the focused selection and processing of a medium amount of information. Implications for effective consumer information are provided.

SUBMITTER: Vogrincic-Haselbacher C

PROVIDER: S-EPMC8115021 | biostudies-literature |

REPOSITORIES: biostudies-literature

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Project description:Establishing both central and peripheral tolerance requires the appropriate TCR signaling strength to discriminate self- from agonist-peptide bound to self MHC molecules. ZAP70, a cytoplasmic tyrosine kinase, directly interacts with the TCR complex and plays a central and requisite role in TCR signaling in both thymocytes and peripheral T cells. By studying ZAP70 hypomorphic mutations in mice and humans with a spectrum of hypoactive or hyperactive activities, we have gained insights into mechanisms of central and peripheral tolerance. Interestingly, both hypoactive and hyperactive ZAP70 can lead to the development of autoimmune diseases, albeit through distinct mechanisms. Immature thymocytes and mature T cells rely on normal ZAP70 function to complete their development in the thymus and to modulate T cell responses in the periphery. Hypoactive ZAP70 function compromises key developmental checkpoints required to establish central tolerance, allowing thymocytes with potentially self-reactive TCRs a greater chance to escape negative selection. Such 'forbidden clones' may escape into the periphery and may pose a greater risk for autoimmune disease development since they may not engage negative regulatory mechanisms as effectively. Hyperactive ZAP70 enhances thymic negative selection but some thymocytes will, nonetheless, escape negative selection and have greater sensitivity to weak and self-ligands. Such cells must be controlled by mechanisms involved in anergy, expansion of Tregs, and upregulation of inhibitory receptors or signaling molecules. However, such potentially autoreactive cells may still be able to escape control by peripheral negative regulatory constraints. Consistent with findings in Zap70 mutants, the signaling defects in at least one ZAP70 substrate, LAT, can also lead to autoimmune disease. By dissecting the similarities and differences among mouse models of patient disease or mutations in ZAP70 that affect TCR signaling strength, we have gained insights into how perturbed ZAP70 function can lead to autoimmunity. Because of our work and that of others on ZAP70, it is likely that perturbations in other molecules affecting TCR signaling strength will be identified that also overcome tolerance mechanisms and cause autoimmunity. Delineating these molecular pathways could lead to the development of much needed new therapeutic targets in these complex diseases.

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Not Too Much and Not Too Little: Information Processing for a Good Purchase Decision.

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