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The “concreteness” principle and the “prominence” hypothesis are used as a theoretical basis for hypothesizing the effects of two important information display factors, attribute concreteness and attribute prominence, on consumer selective information processing. The results of two studies indicate that attribute concreteness together with attribute correlation leads to the selective processing of attributes, while attribute prominence and attribute correlation results in the selective processing of alternatives. Moreover, selective processing mediates the impact of these display factors on choice, while reducing the amount of information search. Further, the amount of information search and experienced cognitive effort mediate the effects of selective processing on consumer affect during the search process. The research is important from a theoretical standpoint, because it fills an important knowledge gap in the …