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 |
|---|---|
| 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
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Wang, Q., & Shukla, P. (2013). Linking sources of consumer confusion to decision satisfaction: the role of choice goals. Psychology and Marketing, 30(4), 295-304. https://doi.org/10.1002/mar.20606