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The effects of consumer confusion on decision postponement and brand loyalty in a low involvement product category
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Consumer confusion, caused by product similarity, choice and/or information overload, and the presence of ambiguous information, can negatively affect consumersʼ decision making, and thereby also companiesʼ profitability. The purpose of this quantitative study was to investigate how the three variables (i.e. similarity, overload, ambiguity) of Walsh et al.ʼs (2007) consumer confusion proneness model affect consumersʼ decision postponement and brand loyalty, concerning low involvement products. A conceptual framework based on consumer behavior- and consumer confusion literature, was utilized to form six hypotheses predicting the causality between the different variables. After validating and adapting the scale to data gathered through a survey, regarding Swedish studentsʼ purchasing habits of laundry detergent, two standard multiple regressions revealed that one hypothesis was supported; overload confusion proneness decreases brand loyalty in a low involvement product category. All implications were then discussed from practitionersʼ and researchersʼ points of view, concluding with possible limitations and further research.

Place, publisher, year, edition, pages
2012. , 53 p.
Keyword [en]
Consumer confusion, similarity, overload, ambiguity, decision postponement, brand loyalty, involvement
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-175907OAI: oai:DiVA.org:uu-175907DiVA: diva2:533447
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2012-06-15 Created: 2012-06-13 Last updated: 2012-09-18Bibliographically approved

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Alarabi and Grönblad.Consumer Confusion.Master Thesis(930 kB)4903 downloads
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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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