With ever increasing amounts of marketplace information, decreasing inter-brand differences, and increasingly complex products confusion is becoming a global problem for consumers the world over. Although confusion has been identified as a problem for consumers and marketers in many countries and have not been shown to be cross-culturally valid, most measures of consumer confusion have been developed in western countries, including Walsh et al.'s ( 2007) consumer confusion proneness (CCP) scale, and have not been shown to be cross-culturally valid. Thus, relatively little is known about the cross-cultural differences in confusion proneness. Using the three-dimensional, nine-item CCP scale developed in Germany, this study explores cross-cultural differences in consumer proneness in the United States as well as in Germany and Thailand. The results reveal that some factor loadings of the CCP scale are not invariant across samples and that unique factor structures emerge for the U.S. and Thai samples. The results are discussed as well as the marketing implications.
An innovation orientated corporate culture is often seen as a driving force for the development and implementation of innovative products and processes. In the theoretical discussion concerning the culture of innovation phenomena a general accepted definition and a clear understanding concerning the content of such a culture seems not to exist. From analyzing conceptual papers and empirical studies, an integrative summary of the previous researches is developed in order to identify the main dimensions of an innovation orientated culture. This systematical approach provides a framework for further analysis and exploration of a culture of innovation.
With ever increasing amounts of marketplace information, decreasing inter-brand differences, and increasingly complex products confusion is becoming a global problem for consumers the world over. Although confusion has been identified as a problem for consumers and marketers in many countries and have not been shown to be cross-culturally valid, most measures of consumer confusion have been developed in western countries, including Walsh et al.'s ( 2007) consumer confusion proneness (CCP) scale, and have not been shown to be cross-culturally valid. Thus, relatively little is known about the cross-cultural differences in confusion proneness. Using the three-dimensional, nine-item CCP scale developed in Germany, this study explores cross-cultural differences in consumer proneness in the United States as well as in Germany and Thailand. The results reveal that some factor loadings of the CCP scale are not invariant across samples and that unique factor structures emerge for the U.S. and Thai samples. The results are discussed as well as the marketing implications.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.