The Interplay of Information Diagnosticity and Need for Cognitive Closure in Determining Choice Confidence

Authors


Correspondence regarding this article should be sent to: Demetra Andrews, Assistant Professor, Department of Marketing, School of Business and Economics, Indiana University Northwest, 3400 Broadway, Room 1106, Dunes Medical/Professional Building, Gary, IN 46408 (dandrews@iun.edu).

ABSTRACT

This research augments efforts to produce a richer understanding of the drivers of choice confidence. It investigates the interplay of a contextual factor that is readily influenced by marketing channel members (i.e., information diagnosticity) and an individual difference variable that alters the nature and extent of information processing (i.e., Need for Cognitive Closure; NFCC). Findings from two experimental studies demonstrate a positive influence of NFCC on choice confidence when information diagnosticity is low, but not when it is high. Furthermore, at high levels of NFCC, the influence of information diagnosticity is fully attenuated such that people with high NFCC derive equivalent choice confidence from information that is high or low in diagnosticity. The NFCC effect appears to operate by undermining the influence of information diagnosticity on perceptions of information adequacy and performance expectations. This research holds implications for marketing communications strategy, targeted marketing practices, and public policy.

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