Consumer confusion proneness: scale development, validation and application

Article Abstract:

The general tendency of a consumer to become confused and its relevance to marketers is discussed. The development of a three-component conceptual model of confusion, which was validated using a sample of 264 consumers, is also presented. Results show that loyalty behavior and decision postponement are greatly affected by stimulus similarity, overload and ambiguity.

Models, Confusion (Psychology), Report

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Explaining behavioural intentions toward co-branded products

Article Abstract:

The development of a model for the empirical analysis of the effect of consumer motives and brand attitudes on the consumers' behavioral intentions toward co-branded products is described.

Netherlands, Switzerland, Management dynamics, Methods, Management, Product management, Company business management, Brand identity

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Intangibility and perceived risk in online environments

Article Abstract:

Perceived risk concerns of customers, while purchasing generic and branded products, online and offline, are analyzed.

Nonstore Retailers, Economic aspects, Online shopping, Risk perception

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