THE BUTTERFLY EFFECT: INFORMATION OVERLOAD AND IMPULSE BUYING TENDENCY
DOI:
https://doi.org/10.9744/jmk.28.2.%25pKeywords:
Ubiquitous Connectivity, Information Transparency, Information Overload, Celebrity Endorsement, Impulse Buying TendencyAbstract
Through the lens of Information Processing Theory and Regulatory Focus, this study aims to determine how information disclosure can have varying effects on distinct consumer types. This study utilized both experimental and causal approaches. Given the outcomes of the experiments conducted under highly controlled conditions, this is important. Consequently, causal research design is an option for validating experimental findings so that they can be extended. This experimental study used both between-subject and within-subject designs for data collection. A between-subjects design is used to compare participant reactions to each scenario, whereas a within-subjects design is used to compare responses to high- and low-involvement products. In this study, data collection is conducted via a manipulation check mechanism, in which most respondents grasped the scenario to be evaluated. The analysis then proceeded to the t-test and ANOVA for independent samples. Next is causal research employing the survey method, for which data is processed using AMOS and checked for goodness-of-fit. The findings of this study are as follows: (1) in the context of Information Processing Theory, which emphasizes the heuristic assessment process in consumer decision-making; (2) the use of celebrities is thought to cause excess information; and (3) this study confirms that the tendency of impulse buying behavior is different for each consumer character and that each consumer character processes information differently.
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