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The uniqueness of the online shopping environment and the rapid growth of the online retail sales make it important to understand consumer information processing and decision making in an online setting. Specifically, this research examines (1) how online decision environment characteristics influence the extent consumers selectively process attributes and alternatives and (2) whether selective information processing mediates the effect of decision environment characteristics on consumer choice. The adaptive decision making view posits that due to limited cognitive capacity, consumers often use a variety of information processing and decision making strategies contingent on the decision environment to construct their preferences (Bettman, Luce, and Payne 1998). Thus, consumers' information search process can be highly selective. They only select certain attributes and alternatives to process and neglect …