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Consumer uncertainty, revisited

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Consumer uncertainty, revisited. / Shiu, E.M.; Walsh, G.; Hassan, L.M. et al.
In: Psychology and Marketing, Vol. 28, No. 6, 01.06.2011, p. 584-607.

Research output: Contribution to journal › Article › peer-review

HarvardHarvard

Shiu, EM, Walsh, G, Hassan, LM & Shaw, D 2011, 'Consumer uncertainty, revisited', Psychology and Marketing, vol. 28, no. 6, pp. 584-607. https://doi.org/10.1002/mar.20402

APA

Shiu, E. M., Walsh, G., Hassan, L. M., & Shaw, D. (2011). Consumer uncertainty, revisited. Psychology and Marketing, 28(6), 584-607. https://doi.org/10.1002/mar.20402

CBE

Shiu EM, Walsh G, Hassan LM, Shaw D. 2011. Consumer uncertainty, revisited. Psychology and Marketing. 28(6):584-607. https://doi.org/10.1002/mar.20402

MLA

Shiu, E.M. et al. "Consumer uncertainty, revisited". Psychology and Marketing. 2011, 28(6). 584-607. https://doi.org/10.1002/mar.20402

VancouverVancouver

Shiu EM, Walsh G, Hassan LM, Shaw D. Consumer uncertainty, revisited. Psychology and Marketing. 2011 Jun 1;28(6):584-607. doi: 10.1002/mar.20402

Author

Shiu, E.M. ; Walsh, G. ; Hassan, L.M. et al. / Consumer uncertainty, revisited. In: Psychology and Marketing. 2011 ; Vol. 28, No. 6. pp. 584-607.

RIS

TY - JOUR

T1 - Consumer uncertainty, revisited

AU - Shiu, E.M.

AU - Walsh, G.

AU - Hassan, L.M.

AU - Shaw, D.

PY - 2011/6/1

Y1 - 2011/6/1

N2 - 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.

AB - 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.

U2 - 10.1002/mar.20402

DO - 10.1002/mar.20402

M3 - Article

VL - 28

SP - 584

EP - 607

JO - Psychology and Marketing

JF - Psychology and Marketing

SN - 1520-6793

IS - 6

ER -