Retail shopper confusion: Conceptualization, scale development, and consequences

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Abstract

Although considerable research discusses the phenomenon of consumer confusion, extant literature lacks a validated scale to assess confusion experienced in shopping situations. The present research conceptualizes the construct retail shopper confusion and develops a scale that assesses confusion as expressed through the affective, cognitive, and conative subsystems. Five studies analyzed with multiple methods confirm the reliability and validity of the retail shopper confusion construct. Furthermore, this research provides empirical evidence that retail shopper confusion leads to avoidance behavior. The results of this study provide a new measurement instrument that explains negative consumer in-store reactions and offer several theoretical and practical implications.
Original languageEnglish
Pages (from-to)3459 - 3467
Number of pages9
JournalJournal of Business Research
Volume69
Issue number9
DOIs
Publication statusPublished - 2016

Austrian Fields of Science 2012

  • 502020 Market research

Keywords

  • IB
  • BWL
  • MUSIC
  • INFORMATION
  • BEHAVIOR
  • Scale development
  • Confusion
  • MODEL
  • BRAND
  • SATISFACTION
  • CUSTOMERS
  • Overload
  • Avoidance behavior
  • EMOTIONS
  • EXPERIENCE
  • Emotion
  • CONSUMER CONFUSION

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