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.

中文翻译：

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促进价值的简化营销：系统的审查和研究议程

消费者对简单性的追求正成为研究的热点。然而，尽管进行了广泛的研究，研究了营销和相关学科中简单性的各个方面，但是关于认知简单性的知识仍然是零散的。为了解决这个问题，作者综合了来自各种文献流的研究结果，以提供对简单性及其与消费者认知努力之间的关系的理解，这是消费者旅程中的非金钱但至关重要的成本。这项研究还引入了价值促进简化（VFS）作为一种营销学说，为简化消费者的信息环境提供了全公司的指导。在讨论理论和实践贡献之前，作者提供了实用的VFS示例以及未来的重要研究途径。