Deliberation or distraction: How the presentation format of choice information impacts complex decision making

Abstract

The authors extend unconscious thought theory by investigating how differences in the presentation of information affect subsequent conscious and unconscious thought. Three studies demonstrate that when information about choice options is presented individually, a period of conscious thought helps improve choice quality. Conversely, when information about choice options is presented across all options in an attribute-by-attribute manner, a period of unconscious thought enhances choice quality. Furthermore, these effects are generalized to the choice of real products with attribute information and presentation differences taken from a major online retailer. Implications for unconscious thought theory and buyer behavior are discussed.