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| Author: | Walsh, G. Mitchell, V.-W. |
| Title: | The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction |
| Journal: | European Journal of Marketing
2010 : VOL. 44:6, p. 838-859 |
| Index terms: | consumer behaviour consumer satisfaction customers trust roles |
| Freeterms: | role ambiguity |
| Language: | eng |
| Abstract: | Consumer sovereignty assumes consumers have adequate product information and understand it in order to make a choice. When consumers are confused, this is not the case. Drawing on Walsh et al's concept of consumer confusion proneness, this article examines consumers' general tendency to be confused from marketplace information and its effect on three relevant outcome variables: word of mouth, trust and satisfaction. The results show that the consumer confusion proneness scale seems to have sound psychometric properties. Similarity, overload and ambiguity have differential impact on word of mouth behavior, trust and customer satisfaction. |
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