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Consumer uncertainty, revisited
Author(s) -
Shiu Edward M.K.,
Walsh Gianfranco,
Hassan Louise M.,
Shaw Deirdre
Publication year - 2011
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.20402
Subject(s) - conceptualization , credibility , ambiguity , psychology , clothing , consumer behaviour , relation (database) , social psychology , epistemology , computer science , philosophy , archaeology , database , artificial intelligence , history , programming language
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. © 2011 Wiley Periodicals, Inc.