PhD, University of Cincinnati, 2019, Business: Business Administration
Consumers are selective when processing information. They are more sensitive to available information and tend to tune out absent information. Omission neglect, or the failure to detect the absence of important information, can lead consumers to make extreme judgments on the basis of limited evidence. The failure to notice that information is missing can encourage consumers to form extreme judgments regardless of how much or how little is actually known, because the importance of presented information is overestimated, and the importance of missing information is underestimated. Omission neglect often leads to immediate purchases which consumers regret later. Because of its ubiquitousness and impacts, it is important to investigate both individual and situational factors that bias or debias omission neglect. This research has investigated two important determinants of omission neglect.
The first essay in this dissertation explores how self-rated knowledge, an individual factor, can bias information processing by increasing omission neglect. Evidence shows that whereas objective knowledge tends to reduce omission neglect as suggested by prior literature, self-rated knowledge increases omission neglect.
The second essay in this dissertation investigates how processing difficulty, a situational factor, can debias information processing by reducing omission neglect. Three studies show that experienced difficulty in information processing (disfluency) can reduce omission neglect by signaling a lack of information about the target product, leading to less extreme evaluations. In combination, the findings of the dissertation not only identify novel variables that impact consumer inference, judgment, and decision making through omission neglect, but fill research gaps that can be interpreted in terms of omission neglect.
Committee: Frank Kardes Ph.D. (Committee Chair); Chung-Yiu Peter Chiu Ph.D. (Committee Member); Robert Wyer (Committee Member)
Subjects: Marketing