When two rights make a wrong: searching too much in ordered environments

Deskripsi

Although relatively unordered environments (e.g., those resulting from simple keyword searches or alphabetic listings) still dominate online, personalization and customization technologies are among the most promising and imminent developments explored by both online marketers and researchers. It has been shown that compared with unordered environments, screening tools can benefit consumers. However, this article shows that independent variables that have been associated with better choices in unordered environments are actually detrimental in an ordered environment. These factors included lower search costs, a larger number of recommended options, and increased motivation to be accurate in decision making. Encouraging more searching from ordered lists undoes the effort-saving and overload-reducing benefits of smart ordering tools. .Printed