Consumer confusion proneness: scale development, validation, and application

Gianfranco Walsh · Thorsten Hennig‐Thurau · Vincent‐Wayne Mitchell

240 citations0/0 files storedJournal of Marketing Management

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

With ever increasing amounts of marketplace information, confusion is becoming a problem for consumers and marketers, yet the topic remains under researched. This paper explores the dimensions of consumers' general tendency to become confused and its relevance for marketing practitioners. A three component conceptual model of confusion is developed, operationalised and validated using a sample of 264 consumers. Using structural equation modelling, the results support the three dimensions of similarity, overload and ambiguity which have a significant impact on decision postponement and loyalty behaviour. Implications for marketing management and theory are discussed.

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References

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