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Exploring the connection between frustration and consumer choice behavior in a dynamic decision environment
Author(s) -
Strebel Judi,
O'Donnell Kathleen,
Myers John G.
Publication year - 2004
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20037
Subject(s) - frustration , commit , pace , psychology , process (computing) , social psychology , computer science , geodesy , database , geography , operating system
This research proposes that frustration during the purchase process for high‐technology durable goods has a significant effect on the probability that consumers will commit to a technology and make a purchase. In order to explore the effects of consumer frustration on the purchase process, a scale is developed that reveals that frustration in high‐technology decision environments is composed of two dimensions, processing frustration and frustration with the pace of technological change. These dimensions of frustration have a significant effect on consumer choice behavior. While processing frustration significantly reduces the probability of commitment to a technology, the probability of making a decision is significantly lower when consumers are frustrated with the pace of technological change. © 2004 Wiley Periodicals, Inc.