| Abstract: | Prior research suggests the complexity of a product choice task is inversely related to the extent of consumers' external information search. The resource‐matching perspective holds that cognitive effort (e.g., external information search) is greatest when available cognitive resources (e.g., as determined by self‐efficacy) match the cognitive demands of a task (e.g., perceived task complexity). Within a brand‐choice context, the relationship between self‐efficacy and extent of information search appears nonmonotonic. In support of the resource‐matching perspective, consumers conduct the most extensive information search when their self‐efficacy matches perceived task difficulty. © 2007 Wiley Periodicals, Inc. |
