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Consumer uncertainty, revisited

Shiu, E.M.K. and Walsh, G. and Hassan, L.M. and Shaw, D. (2011) Consumer uncertainty, revisited. Psychology and Marketing, 28 (6). pp. 584-607. ISSN 0742-6046

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Abstract

Uncertainty is an important concept within consumer behavior which to date is under-theorized, especially in relation to important downstream variables such as information search intention and purchase intention, and can therefore lead to a loss of utility. The authors propose a new multidimensional conceptualization of consumer uncertainty and develop a theoretical model of uncertainty within two consumer behavior contexts, namely avoidance of sweatshop apparel and avoidance of food additives. Drawing on literature-based insights as well as qualitative research and Expected Utility Theory, the authors develop hypotheses that offer insight into the potential antecedents (ambiguity and credibility) and consequences (search intention and purchase intention) of uncertainty. Using survey data, the authors test the hypotheses, finding strong support for many relationships hypothesized. Research and managerial implications are discussed.

Item type: Article
ID code: 20114
Keywords: consumer uncertainty, revisited, consumer behavior , downstream variables, multidimensional conceptualization , theoretical model , ambiguity and credibility, search intention and purchase intention, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
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Depositing user: Mrs Jan Whiteford
Date Deposited: 20 May 2010 16:01
Last modified: 17 Jul 2013 10:07
URI: http://strathprints.strath.ac.uk/id/eprint/20114

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