Most people don't like to make a purchase without complete information about the product they're buying. For example, if someone comparing wireless plans doesn't know the coverage area, she may be more likely to walk away from the purchase.
A new study in the Journal of Consumer Research examines the way consumers behave when information about a purchase is incomplete. Authors Kunter Gunasti and William T. Ross, Jr. (Pennsylvania State University) suggest that there are ways for marketers to reduce the number of customers who leave empty handed.