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Consumer Behavior

Choice Overload, Attitude Formation Hierarchy, and Online Approach/Avoidance Behavior

Authors
  • Tsun-Yin (tracie) Tung (New York City College of Technology)
  • Leslie D. Burns (Oregon State University)

Abstract

This study examined how the number of choices offered on a website influences consumers’ attitude formation and their approach/avoidance behavior (email subscription) and whether the presentation consistency can mitigate the effect of choice overload during online apparel shopping.

How to Cite:

Tung, T. & Burns, L. D., (2017) “Choice Overload, Attitude Formation Hierarchy, and Online Approach/Avoidance Behavior”, International Textile and Apparel Association Annual Conference Proceedings 74(1).

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Published on
2017-01-01

Peer Reviewed

License

Creative Commons Attribution 4.0