Scale Development for Consumer Confusion
Type
conference paper
Date Issued
2005-09-28
Author(s)
Editor(s)
Pechmann, Connie
Price, Linda
Abstract (De)
Given 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.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
NA - Advances in Consumer Research
Publisher
Association for Consumer Research
Publisher place
Duluth, MN
Volume
Volume 33
Start page
184
End page
190
Event Title
Association for Consumer Research (ACR)
Subject(s)
Division(s)
Eprints ID
31751