Linking sources of consumer confusion to decision satisfaction: the role of choice goals

Qing Wang, Paurav Shukla

Research output: Contribution to journalArticle

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 languageEnglish
Pages (from-to)295-304
Number of pages10
JournalPsychology and Marketing
Volume30
Issue number4
DOIs
Publication statusPublished - Apr 2013

Keywords

  • consumer confusion
  • psychology
  • choice goals
  • decision satisfaction
  • United Kingdom
  • smart phone industry

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