Complexity and accuracy in consumer choice : the double benefits of being the consistently better brand

This study investigates the impact of choice complexity on consumer utility and choice. The authors find that for choices with up to seven alternatives and seven attributes choice accuracy is affected by three context-based complexity effects but not by task-based complexity. The results suggest that brands that are able to create products that outperform competing products and that do so consistently across multiple attributes benefit from a double bonus. Not only is their product more attractive to consumers, but the accuracy with which consumers choose the product also increases, leading to a further increase in the brand's market share