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- Title
Consumer Self-Confidence in Searching for Information.
- Authors
LOIBL, CÄZILIA; CHO, SOO HYUN; DIEKMANN, FLORIAN; BATTE, MARVIN T.
- Abstract
Consumer behavior is often driven by the extent to which consumers feel confident regarding their decisions, which frequently hinge, especially in high-stakes situations, on their information search. This article examines a multidimensional self-confidence concept to explore how consumer self-confidence influences information search. Findings of a mail survey document that high-confidence consumers engage in more intensive search activities and that demographic patterns shape consumer self-confidence scores. The findings empirically support a multidimensional measurement of self-confidence to predict search behavior and suggest avenues to enhance the self-confidence needed to produce positive marketplace experiences.
- Subjects
CONSUMER confidence; SELF-confidence; CONSUMER behavior; DECISION making; MAIL surveys; SUPERMARKETS; CONSUMER Confidence Index; MARKETPLACES; SELF-esteem
- Publication
Journal of Consumer Affairs, 2009, Vol 43, Issue 1, p26
- ISSN
0022-0078
- Publication type
Article
- DOI
10.1111/j.1745-6606.2008.01126.x