Can there be too much of a good thing? The effect of option number on cognitive effort toward online advertisements

作者：

Highlights：

• Many television viewers are transitioning to online media.

• Advertisement choice allows viewers to choose what type of commercial to watch.

• The effect of advertisement choice may depend on the number of options presented.

• This study examined the effect of option number on viewers' cognitive effort.

• Cognitive effort was higher for participants choosing between two or three options.

摘要

•Many television viewers are transitioning to online media.•Advertisement choice allows viewers to choose what type of commercial to watch.•The effect of advertisement choice may depend on the number of options presented.•This study examined the effect of option number on viewers' cognitive effort.•Cognitive effort was higher for participants choosing between two or three options.

论文关键词：Advertisement choice,Option number,Cognitive effort,Gender,Online television,Online marketing

论文评审过程：Received 26 July 2016, Revised 13 February 2017, Accepted 5 April 2017, Available online 13 May 2017, Version of Record 23 May 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.04.061