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Value‐facilitating simplification in marketing: A systematic review and research agenda
Author(s) -
Gruner Richard L.,
Soutar Geoffrey
Publication year - 2021
Publication title -
international journal of management reviews
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.475
H-Index - 107
eISSN - 1468-2370
pISSN - 1460-8545
DOI - 10.1111/ijmr.12250
Subject(s) - simplicity , doctrine , set (abstract data type) , value (mathematics) , marketing , cognition , marketing research , computer science , business , psychology , political science , epistemology , philosophy , machine learning , neuroscience , law , programming language
Consumers’ pursuit of simplicity is gaining traction as a research topic. However, despite an extensive set of studies investigating various facets of simplicity in marketing and related disciplines, knowledge regarding cognitive simplicity remains fragmented. To address this issue, the authors synthesize research findings from diverse literature streams to provide an understanding of simplicity and its relationship with consumers’ cognitive effort as a non‐monetary but crucial cost in the customer journey. This study also introduces value‐facilitating simplification (VFS) as a marketing doctrine that provides firm‐wide guidance for simplifying consumers’ information environments. The authors provide practical VFS examples as well as critical future research avenues before concluding with a discussion of theoretical and practical contributions.