Abstract
There is little doubt that the issue of consumer information provision will be one of the major problems confronting marketing researchers and policymakers in this decade. A recent JMR article, Brand Choice Behavior as a Function of Information Load, by Jacoby, Speller and Kohn [6] clearly introduces several basic questions inherent in a consumer behavior research approach to consumer information provision. The commentary presented here on their article is prompted by my belief that the topic is significant, complex, and emotional; critical, cumulative research perspectives are required. My purpose is two-fold: (1) to highlight and reinforce certain aspects of their research design which might serve as protocol for future studies and (2) to question the article's major conclusion in light of the analytical approach used and results obtained.
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