Consumer Self-Confidence in Searching for Information (Survey)
Journal of Consumer Affairs 2009, Spring, 43, 1
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- 2,99 €
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- 2,99 €
Publisher Description
Consumer behavior is often driven by the extent to which consumers feel confident regarding their decisions, which frequently hinge, especially in high-stakes situations, on their information search. This article examines a multidimensional self-confidence concept to explore how consumer self-confidence influences information search. Findings of a mail survey document that high-confidence consumers engage in more intensive search activities and that demographic patterns shape consumer self-confidence scores. The findings empirically support a multidimensional measurement of self-confidence to predict search behavior and suggest avenues to enhance the self-confidence needed to produce positive marketplace experiences. **********
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