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Retail shopper confusion: Conceptualization, scale development, and consequences

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  • Garaus, Marion
  • Wagner, Udo

Abstract

Although considerable research discusses the phenomenon of consumer confusion, extant literature lacks a validated scale to assess confusion experienced in shopping situations. The present research conceptualizes the construct retail shopper confusion and develops a scale that assesses confusion as expressed through the affective, cognitive, and conative subsystems. Five studies analyzed with multiple methods confirm the reliability and validity of the retail shopper confusion construct. Furthermore, this research provides empirical evidence that retail shopper confusion leads to avoidance behavior. The results of this study provide a new measurement instrument that explains negative consumer in-store reactions and offer several theoretical and practical implications.

Suggested Citation

  • Garaus, Marion & Wagner, Udo, 2016. "Retail shopper confusion: Conceptualization, scale development, and consequences," Journal of Business Research, Elsevier, vol. 69(9), pages 3459-3467.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:9:p:3459-3467
    DOI: 10.1016/j.jbusres.2016.01.040
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    Cited by:

    1. Das, Gopal & Varshneya, Geetika, 2017. "Consumer emotions: Determinants and outcomes in a shopping mall," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 177-185.
    2. Caboni, Federica & Basile, Vincenzo & Kumar, Harish & Agarwal, Diksha, 2024. "A holistic framework for consumer usage modes of augmented reality marketing in retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    3. Verhulst, Nanouk & Vermeir, Iris & Slabbinck, Hendrik & Larivière, Bart & Mauri, Maurizio & Russo, Vincenzo, 2020. "A neurophysiological exploration of the dynamic nature of emotions during the customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    4. Batat, Wided, 2021. "How augmented reality (AR) is transforming the restaurant sector: Investigating the impact of “Le Petit Chef” on customers’ dining experiences," Technological Forecasting and Social Change, Elsevier, vol. 172(C).
    5. Uzma Mushtaque & Jennifer A. Pazour, 2022. "Assortment optimization under cardinality effects and novelty for unequal profit margin items," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(1), pages 106-126, February.
    6. Marion Garaus & Udo Wagner, 2019. "Lost in the Store: Assessing the Confusion Potential of Store Environments," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 71(4), pages 413-441, October.
    7. Jain, Varsha & Merchant, Altaf & Roy, Subhadip & Ford, John B., 2019. "Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India," Journal of Business Research, Elsevier, vol. 99(C), pages 140-156.
    8. Uzma Mushtaque & Jennifer A. Pazour, 2020. "Random Utility Models with Cardinality Context Effects for Online Subscription Service Platforms," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 19(4), pages 276-290, August.
    9. Anninou, Ioanna & Foxall, Gordon R., 2019. "The reinforcing and aversive consequences of customer experience. The role of consumer confusion," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 139-151.

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