Promoting Consumer Adoption of High‐Technology Products: Is More Information Always Better?

An important challenge for firms commercializing technology‐based new products is to reduce consumers' perceptions of performance uncertainty. We build on prior research in consumer decision making and acceptance of high‐technology products and focus on the role of information in influencing perceptions of performance uncertainty of new product interfaces. In contrast to prior literature, we show here that more information is not always better in reducing performance uncertainty. We argue that the effects of more (vs. less) information on the performance uncertainty of a new interface and consumer adoption intentions of the new product are moderated by the degree of newness of the particular functionality (i.e., set of potential benefits) that is delivered by the new product. We report two experiments that investigate this problem and show that more information helps to reduce performance uncertainty only when the product provides a preexisting functionality. However, high levels of information about the new interface actually intensify performance uncertainty when the product delivers a new functionality. We conclude with a discussion of the theoretical and managerial implications of the findings.