A 'situational' examination of consumer confusion: implications for the application of the construct in consumer behaviour research

A 'situational' examination of consumer confusion: implications for the application of the construct in consumer behaviour research
Document type
Conference Paper
Author(s)
Anninou, Ioanna; Pallister, John; Foxall, Gordon
Publisher
British Academy of Management
Date of publication
9 September 2014
Series
British Academy of Management Conference Proceedings 2014
Subject(s)
Marketing: all aspects of marketing, advertising and public relations
Collection
Business and management
Material type
Reports

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[Authors' original abstract]

This paper adds novel knowledge to the discussion on the nature of confusion which shifts the interest from the individual characteristics to a situational understanding and it is based on the principles of behavioural psychology and particularly, rule-governed behaviour. Specifically, the case of tracks (rules developed to determine the relationship with the environment) can help redefine our understanding of confusion in retail environments. Confusion can be described as a case of rule describing the lack of market rules and norms that can guide behaviour (market anomy). Based on this suggestion the paper indicates ways to incorporate confusion in behavioural models of consumer behaviour and proposes a practical shift from a cognitive to a situational approach to the study of the construct.

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