On the influence of context-based complexity on information search patterns: An individual perspective

Although context-based complexity measured as the similarity and conflict across alternatives is dependent on individual preference structures, existing studies investigating the influence of context-based complexity on information search patterns have largely ignored that context-based complexity is user- and preference-dependent. Addressing this research gap, this article elicits the individual preferences of decision makers by using the pairwise-comparison-based preference measurement (PCPM) technique and records individuals' search patterns using eye tracking. Our results show that an increased context-based complexity leads to an increase in information acquisition and the use of a mor…