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The authors examine the effect of generalized self-confidence, anxiety, and specific self-confidence on consumers’ tendency to seek information sources as a means of reducing purchasing uncertainty. Consumers were asked to rate their tendency to seek six information sources for each of five products. The products differed in their degree of performance and social risk. The findings suggest that specific self-confidence about the product decision is significantly related to information seeking.

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Chain-affiliated hotels generally pay a substantial fee for centralized reservations services. A recent study reveals, however, that many chain reservations systems sell rooms from the bottom up rather than from the top down, and that central reservations clerks are rarely trained to market rooms to prospective guests * At a success rate of approx. 20%, 18 more rooms would be sold per day at $10 more per room co Approximate annual revenue increase from selling up = 18 x $10 x 365 = $65,700

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