Availability of online information impacts consumer choices

Roundhouse Radio featured a study about how the availability of online information on a product influences how people buy things.

“What we think is that if it’s a situation where you’re uncertain about what you’re buying or there’s a lot of information about the product … just knowing that the information is accessible makes consumer feel less burdened to remember all that information, and also a little more comfortable and more confident in the choices they’re making,” said study co-author Kate White of UBC’s Sauder School of Business.

The segment begins at minute 36:00.