The Effect of Information Overload on the Innovation Choice Process: Innovation Overload

Information Overload is a subject of immense debate among consumer marketeers; can too much information overload a consumer and cause adverse judgmental decision making? What defense mechanisms do consumers have to control against the flow of information? In a similar vein exists a lesser known and little researched phenomenon called Innovation Overload, a consumer′s response to the ever‐increasing pace of information, knowledge and innovations. Examines Innovation Overload, its impact to providers, inventors and innovators and the potential effect it may have on diffusion curves and adoption patterns.