The effect of menu presentation on consumers’ willingness to purchase

Abstract

Consumers may perceive information costs differently because they are affected by how information is presented during the decision-making process. Using a self-reported research design, this study assessed whether perceived information costs associated with written and visual presentation of information can impact respondents’ purchase intentions. Results of this study show that perceived information costs have a significant effect on purchase intentions. In particular, visual choice presentation has a positive effect on willingness to purchase because the information costs of visually presented information are lower than the information costs associated with verbal presentation. This suggests different types of information presentation (visual and verbal) can affect consumers’ attitudes and behavioral outcomes. This study contributes to the literature by offering an alternative approach for examining the effect of perceived information costs and the influence of different choice presentations on purchase decisions.