University of St.Gallen
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Consumer Confusion in Retail Environments: An Adoption of the MR Model

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abstract Consumers are facing an ever increasing variety of stimuli in retail environments. Findings show that disposable information inhibited in marketing measures repeatedly exceeds an optimal stimulus level of consumers. In this condition of confusion, it is hardly possible for the individual to accomplish an "optimal" purchase decision. In-store behavior gets modified through so called reduction strategies, which turn out to be very difficult to prognosticate for retailers. Although avoidance behavior has long been acknowledged by environmental psychologists, little research has been done explaining the phenomenon of consumer confusion in a wider sense. This paper provides first conceptual and empirical findings.
   
type conference paper (Deutsch)
   
keywords Consumer Confusion, Retail Management
   
name of conference AMA Winter Educators Conference 2004 (Scottsdale, Arizona)
date of conference 6-2-2004
review double-blind review
   
citation Rudolph, T., Schweizer, M., & Wagner, T. (2004). Consumer Confusion in Retail Environments: An Adoption of the MR Model. In .