Consumer decision making Adaptation to differences in the choice environment

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The complexity of a decision environment is determined by a number of factors. These factors include number of options, number of attributes, frequency of purchase and interattribute correlations. A consumer can adapt to complex decision environments in several ways. This study examined how consumers adapt to differences in complexity of the decision environment in the natural decision situation of a supermarket. Measures derived from eye movement data shows that consumers adapt to more complex decision environments by increasing their decision time and the number of alternatives looked at. Consumers also adapt by having stronger attribute preferences for both the most complex but also the least complex decision environment. I conclude that consumers are not intimidated by a complex decision environment instead they a...