Purpose
This paper aims to examine the influence of information load and brand familiarity on consumer preferences, attention and cognitive processes in the context of smartphone product decision-making.
Design/methodology/approach
Using the theoretical lens of bounded rationality, this paper tests a series of hypotheses on the impact of high and low information load and brand familiarity on users’ attention strategies, cognitive effort, visual focus, arousal and preferences. In this within-subject experimental study, data from 28 Gen Z iPhone users were collected using eye-tracking, galvanic skin response and surveys.
Findings
Findings uncover that a lower information load enhances productive attention by encouraging comparison and integration of visual strategies, while a higher information load increases cognitive effort and restricts productive attention. Between varying information loads, preference for familiar brands remained consistent (Apple), while preference for unfamiliar brands (Huawei) rose when information load was reduced.
Originality/value
While existing literature on consumer decision-making addresses consumer preferences under information overload and varying brand familiarity independently, this paper evaluates the impact of information overload and brand perception simultaneously. This paper’s use of both biometric and survey data provides a unique approach to exploring consumers’ behavior (conscious and subconscious) and offers valuable insights for research and practice.
