[6] What this means in practice is reduced levels of satisfaction with purchases from large assortments as a consumer may be left with doubt that they have succeeded in finding the "best" product.
This, and the fact that it is difficult to compare and value the information when it is superfluous, leaves the consumer unsatisfied, insecure regarding what choice to make, and more prone to delay the decision-making, and thereby the actual purchase.
[10][8] Furthermore, excessive and conflicting information, particularly in environments such as supermarkets, can contribute to label fatigue, where consumers become overwhelmed by the volume of product claims, making it difficult to differentiate between options.
The phenomenon of choice overload further complicates the decision-making process by increasing the cognitive burden on consumers, reducing overall satisfaction and leading to indecision or delayed purchases.
[11] Recent research also shows that information overload can lead to consumer avoidance, where individuals may opt not to make a purchase due to overwhelming or conflicting details, particularly in environments with numerous health-related claims.
The rise of digital tools has amplified this challenge, with vast amounts of online information often lacking consistency, further complicating consumer decisions.