The Effect of Web-Based Information Availability on Consumers' Processing and Attitudes

Abstract

Most companies use their websites to promote themselves, their products, and their services; these sites provide ever-increasing amounts of information. This paper examines the effects of the amount of information provided on a website on consumers’ processing and attitudes. We propose that the amount of information has differential effects on consumers’ information processing and attitudes. The influence of need for cognition is also examined. In our study, we create an experimental website with three versions, with each version providing different amounts of information. Results indicate that while information processing diminishes under high levels of information, attitudes remain favorable. In addition, the individual's need for cognition moderates the influence of the amount of information on both consumer information processing and attitudes.