Introduction
Many products have been becoming so complex that, even after long-term use, consumers practically cannot consider all possible features and do not know all of their potential applications (Earl & Wakeley, 2010). Products are considered to be complex "if they are characterized by a comparatively large number of attributes and attribute levels that are relevant in purchase decisions." (Scholz, Meissner, and Decker, 2010, p. 685). As consumershave only a limited information processing capacity (Simon, 1986), such increased complexity makes preference formation and consumer decisions rather challenging for them (Simon, 1986). This inherently causes consumer preferences to become increasingly instable...