| Abstract: | Information Overload is a subject of immense debate among consumer marketers; Can too much information overload a consumer and cause poor judgment? What defense mechanisms do consumers have to control against the flow of information? A comparable phenomenon is Innovation Overload, meaning a consumer's response to the ever increasing speed of change in information, knowledge, and innovations. In this paper, the concept of Innovation Overload is examined, as well as the potential impact of the phenomenon on manufacturers, designers, and innovators. Examples are provided. Also reviewed are the potential effects on diffusion curves and adoption patterns. Numerous recommendations are provided for technical and marketing managers for handling and overcoming this phenomenon more efficiently via better design and marketing principles. |
