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.
ABSTRACT
BACKGROUND: Mobile technology gives researchers unimagined opportunities to design new interventions to increase physical activity. Unfortunately, it is still unclear which elements are useful to initiate and maintain behavior change. OBJECTIVE: In this meta-analysis, we investigated randomized controlled trials of physical activity interventions that were delivered via mobile phone. We analyzed which elements contributed to intervention success. METHODS: After searching four databases and science networks for eligible studies, we entered 50 studies with N=5997 participants into a random-effects meta-analysis, controlling for baseline group differences. We also calculated meta-regressions with the most frequently used behavior change techniques (behavioral goals, general information, self-monitoring, information on where and when, and instructions on how to) as moderators. RESULTS: We found a small overall effect of the Hedges g=0.29, (95% CI 0.20 to 0.37) which reduced to g=0.22 after correcting for publication bias. In the moderator analyses, behavioral goals and self-monitoring each led to more intervention success. Interventions that used neither behavioral goals nor self-monitoring had a negligible effect of g=0.01, whereas utilizing either technique increased effectiveness by Δg=0.31, but combining them did not provide additional benefits (Δg=0.36). CONCLUSIONS: Overall, mHealth interventions to increase physical activity have a small to moderate effect. However, including behavioral goals or self-monitoring can lead to greater intervention success. More research is needed to look at more behavior change techniques and their interactions. Reporting interventions in trial registrations and articles need to be structured and thorough to gain accurate insights. This can be achieved by basing the design or reporting of interventions on taxonomies of behavior change.
