A More Comprehensive View of Consumer Confusion: Scale Development

Sertoğlu, Ayşegül Ermeç; Kavak, Bahtışen

doi:10.1080/08961530.2017.1295297

Cited by 9 publications

(7 citation statements)

References 73 publications

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“…This study argues that growing competition among market players to introduce new processes and products may cause consumers to be confused about the unique value that new processes and products provide over and above competing and existing processes and products. Increased consumer exposure to new processes and products increases information overload, subsequently creating conscious/unconscious confusion among consumers (Ermeç & Kavak, ; Walsh, Lindridge, Mitchell, Deseniss, & Lippold, ). This consumer confusion may also be related to ambiguity in new product information and product similarity (Mitchell & Papavassilious, ), something that is prevalent in the Nigerian market.…”

Section: Discussionmentioning

confidence: 99%

Does organizational creativity always drive market performance?

Boso

Donbesuur

Bendega

et al. 2017

Psychology and Marketing

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This study develops and tests arguments that the relationship between organizational creativity and market performance is channeled through new product development (NPD) capability, and that the indirect effect of creativity on performance, via NPD capability, is conditional upon levels of environment dynamism and market responsiveness. The proposed relationships are tested on a sample of 221 small‐ and medium‐sized enterprises (SMEs) in a major sub‐Saharan African market. Findings from the study indicate that process and product NPD capabilities partially mediate the effect of novelty and usefulness elements of organizational creativity on market performance. The study further finds that while environment dynamism weakens the indirect effects of novelty and usefulness of organizational creativity, via process and product NPD capabilities, on market performance, the effects are strengthened under conditions of greater responsiveness to target market needs. A theoretical contribution from this study is the finding that how organizational creativity dimensions drive market performance is more complex than previously thought: it depends on whether or not organizational creativity components are first used to develop an organization's process and product innovation capabilities, and whether target market environment conditions are dynamic and an organization has ability to respond to target market demands.

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Section: Discussionmentioning

confidence: 99%

Does organizational creativity always drive market performance?

Boso

Donbesuur

Bendega

et al. 2017

Psychology and Marketing

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“…The general confusion of FF was measured by asking close-ended questions for the statement: “I feel confused regarding the overall meaning of farmed fish” (Gunne and Matto, 2017). The specific confusion's construct covered perceived level of confusion related to the risk level, benefit, awareness and lacks information regarding FF (Walsh et al , 2007; Ermeç Sertoğlu and Kavak, 2017). Then, the scale of attitude was constructed with six questions using the seven-point bipolar scale such as bad to good, negative to positive, unfavourable to favourable, dull to exciting, terrible to great and unsatisfied to satisfied (Lord, 1994).…”

Section: Methodsmentioning

confidence: 99%

“…The Confusion scale is divided into two categories such as general confusion and specific confusion. The variable of general confusion has been adapted from the study of Gunne and Matto (2017) and the variables of specific confusions are compiled by other studies basing on the existing literature (Ermeç Sertoğlu and Kavak, 2017). The general confusion of FF has been measured in the seven-point Likert scale from 'strongly disagree' (1) to 'strongly agree' (7) with the statement "I feel confused regarding the meaning of Aquaculture/farmed fish".…”

Section: Questionnaire and Measuresmentioning

confidence: 99%

Consumers' knowledge discrepancy and confusion in intent to purchase farmed fish

Hoque

Alam

2020

BFJ

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PurposeThe purpose of the paper is to examine the influence of consumers' perceived knowledge, knowledge discrepancy and confusion on the intention to purchase farmed fish (FF) via a survey design regarding perceptions, buying and consumption practices of urban households in Chittagong, Bangladesh.Design/methodology/approachThe samples of 498 households were selected from a stratified cluster from the Chittagong city and were interviewed using a structured questionnaire. The data have been analysed using exploratory factor analysis and structural equation modelling.FindingsThe results show that consumers' subjective knowledge (SK) is significant for purchase intention whereas objective knowledge (OK) is not. Again, consumers' SK, OK, knowledge discrepancy and confusion have no influence in forming consumers' attitude towards FF. However, consumers who overestimate their actual level of knowledge hold negative attitude towards FF and vice versa. Furthermore, consumers' OK affects their confusion inversely although it does not influence the purchase intention significantly.Practical implicationsIf the marketers can frame a more engaging means of communication and knowledge enhancement plan, consumers' attitude and purchase intention regarding FF will be signified.Originality/valueThis is the first study that fundamentally contributes to the scientific research in that it measures the knowledge discrepancy of consumers regarding FF. In addition, this study substantiates that low objective knowledge leads to confusing consumers at the time of purchasing. The effect of overestimating the level of knowledge as well as underestimating the level of knowledge in explaining the purchase intention of FF would be a supplementary addition.

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“…These scales are mostly based on the environmental antecedents of information overload, similarity and ambiguity through which consumer confusion has been generally theorised in the literature (Schweizer et al, 2006). More recently, scale development considering situational and personal factors causing confusion along with environmental stimuli has been taken up (Ermeç Serto glu and Kavak, 2017). Consumers' general tendency to get confused has been measured through a consumer confusion proneness scale (Walsh et al, 2007;Sarabhai and Singh, 2014) along with a scale developed for measuring perceived product similarity .…”

Section: Consumer Confusion: Theoretical Backgroundmentioning

confidence: 99%

Consumer confusion: a systematic review and research directions

Chauhan

Sagar

2021

JCM

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Purpose The purpose of this paper is to systematically review and analyse extant marketing literature on consumer confusion to propose an integrated conceptual framework and highlight important research gaps. Design/methodology/approach Systematic literature review methodology was followed for article selection. Selected articles were subjected to content analysis to derive thematic as well as descriptive results. Findings Antecedents, consequences, moderators, mediators and application of the construct in the different contexts have been reported. An integrated framework along with research questions and future directions has also been proposed. Originality/value To the best of the authors’ knowledge, this study is notably the first attempt to systematically review the marketing literature on consumer confusion. The conceptual framework and proposed research questions create a research agenda around the problem of consumer confusion and contribute towards the advancement of extant literature.

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A More Comprehensive View of Consumer Confusion: Scale Development

Cited by 9 publications

References 73 publications

Does organizational creativity always drive market performance?

Does organizational creativity always drive market performance?

Consumers' knowledge discrepancy and confusion in intent to purchase farmed fish

Consumer confusion: a systematic review and research directions

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