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.

Keywords:

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).