The Effects of Information Load and Brand Familiarity on Visual Attention Strategies and Smartphone Product Preferences

Many purchasing decisions are made under conditions of information overload caused by the sheer volume of options available to consumers. Smartphone purchases, in particular, require navigating complex specifications, features, and reviews, often resulting in cognitive strain. While product familiarity is known to influence decisions, the combined effects of information load, brand familiarity, and visual attention strategies remain underexplored. This study investigates how varying levels of information load and brand familiarity impact visual attention and smartphone preferences within the framework of Bounded Rationality. Using a within-subject experimental design, data from 28 participants were collected via eye-tracking and surveys. Participants viewed product comparisons under a high information load (detailed, text-heavy descriptions) and a low information load (concise, bullet-pointed information). Results show that a lower information load fosters effective comparison and integration strategies, while a higher information load diminishes productive attention. Additionally, participants exhibited a greater preference for less familiar brands under lower information load conditions. By integrating biometric and survey data, the present research offers novel insights into conscious and subconscious decision-making. The findings provide practical implications for designing user-friendly product information, UX, and marketing strategies to support informed consumer choices.