The authors investigated whether need for cognitive closure (NFCC) affected one's style of information search (attribute-based search vs. alternative-based search) in consumer choice. There has been growing interest in NFCC in marketing and its relationship to consumer information processing. However, no study to date has examined the different information search strategies that consumers employ when they (1) possess different levels of NFCC or (2) are exposed to situations that evoke more or less NFCC. Across two studies where Study 1 measured NFCC while Study 2 manipulated NFCC, the authors commonly found that higher NFCC compared to lower NFCC resulted in (1) a greater preference for the attribute-based search over the alternative-based search and (2) a consideration of a smaller amount of information to make a final choice. Implications for consumer information processing and sales strategies are discussed along with future research directions.
ASJC Scopus subject areas
- Applied Psychology