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.
Original language | English |
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Pages (from-to) | 295-304 |
Number of pages | 10 |
Journal | Psychology and Marketing |
Volume | 30 |
Issue number | 4 |
DOIs | |
Publication status | Published - Apr 2013 |
Keywords
- consumer confusion
- psychology
- choice goals
- decision satisfaction
- United Kingdom
- smart phone industry