Choice deferral: The interaction effects of visual boundaries and consumer knowledge

Choice deferral is a common and lousy phenomenon for companies and consumers. This research examines how visual boundaries (by-alternatives vs. attributes) interact with consumer knowledge to influence choice deferral. Five studies (N = 1,245) and two single-paper meta-analyses demonstrate that by-alternative (vs. attribute) visual boundaries reduce choice deferral and that choice difficulty mediates this effect. The research also shows that these effects are stronger for less knowledgeable consumers. However, the interactive effect of visual boundaries and consumer knowledge on choice deferral depends on task and context characteristics. We discuss future research about choice deferral moderators and how to facilitate consumer choice. [Display omitted] •Five experimental studies and two single-paper meta-analysis revealed how visual boundaries reduce choice deferral.•Visual boundaries interact with consumer knowledge to affect choice deferral.•Choice difficulty mediates the effect of visual boundaries on choice deferral.•The research shows when visual boundaries increase choice deferral.