Oh Dear, I’M So Confused: Cognitive and Affective Coping Strategies to Deal With Consumer Confusion in the Food Market

Inga Wobker, Zeppelin University, Germany
Peter Kenning, Zeppelin University, Germany
In complex markets, poorly-informed consumers use different strategies to reduce information asymmetries. They may use cognitive mechanisms such as screening to acquire information and affective mechanisms as trust for complexity reduction. This paper analyses these strategies in food distribution. Results suggest that consumers with affective strategies used less cognitive coping.
[ to cite ]:
Inga Wobker and Peter Kenning (2012) ,"Oh Dear, I’M So Confused: Cognitive and Affective Coping Strategies to Deal With Consumer Confusion in the Food Market", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1108-1108.