Options
Alexander Kotouc
Former Member
Now showing
1 - 5 of 5
-
PublicationScale Development For Consumer Confusion(Association for Consumer Research, 2006)
;Schweizer, MarkusGiven the increasing importance of Consumer Confusion as part of the everyday grocery shopping process, this study identifies a comprehensive inventory of triggers that support this phenomenon. The scale development is based on a two-step procedure. A qualitative study conducted by means of four focus groups revealed 26 potential items for confusion. The subsequent quantitative study - combined with environment shopping tests - exposed a six-factor scale that consists of stimuli variety, similarity, complexity, conflict, irritation and non reliability. The utility of the proposed scale is valuable both for future research and retail strategy.Type: journal articleJournal: Advances in Consumer ResearchVolume: 33Issue: 1 -
PublicationScale Development for Consumer Confusion(Association for Consumer Research, 2006)
;Schweizer, MarkusWagner, TillmannThe article focuses on consumer confusion related to the wide array of choices in modern society among diverse name brand products. The article focuses on research into how consumers make choices among competing brands and different types of products and services. While some business leaders and economists have termed the large number of choices "consumer democracy," others have identified the problem of "consumer confusion." The article presents research into both the number of choices consumers face and their emotional reactions to having to make a choice.Type: journal articleJournal: Advances in Consumer ResearchVolume: 33Issue: 1 -
PublicationScale Development for Consumer Confusion(Association for Consumer Research, 2005-09-28)
;Schweizer, Markus ;Pechmann, ConniePrice, LindaType: conference paperVolume: Volume 33 -
PublicationDas heraufbeschworene Billiggespenst(Verlag Neue Zürcher Zeitung, 2006)
;Schweizer, MarkusSchweizer, MarkusType: book section -
PublicationType: newspaper articleJournal: Marketing & KommunikationIssue: -