Wang, Qing and Shukla, Paurav (2013) Linking sources of consumer confusion to decision satisfaction : the role of choice goals. Psychology & Marketing, 30 (4). pp. 295-304. doi:10.1002/mar.20606 ISSN 0742-6046.

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Abstract

Previous empirical research on the relationship between consumer confusion and customer satisfaction has largely neglected the role of choice goals. In a context of technologically complex products, the authors analyze the effect of selected choice goals on the consumer confusion‐decision satisfaction link. The empirical findings, which are based on a field study of smart phone users, show that different sources of confusion have distinctive effects on choice goals, which in turn influence decision satisfaction. For example, while confusion caused by ambiguous information and choice overload is found to reduce choice confidence, perceived attribute similarity between products or brands increases choice confidence. Among the choice goals, evaluation costs and negative affect are found to increase decision satisfaction. The findings have important implications for marketers and consumer policymakers in terms of marketing communication and customer satisfaction.

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Psychology & Marketing
Publisher:	British Psychological Society
ISSN:	0742-6046
Official Date:	April 2013
Dates:	Date Event April 2013 Published
Volume:	30
Number:	4
Page Range:	pp. 295-304
DOI:	10.1002/mar.20606
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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