Retail Shopper Confusion: an Explanation of Avoidance Behavior At the Point-Of-Sale

Marion Garaus, University of Vienna, Austria
Udo Wagner, University of Vienna, Austria
To introduce the new construct of retail shopper confusion (RSC), the authors demonstrate, in three studies, that: (1) properties of the environment, including variety, novelty, complexity, and conflict between ambient and design factors, cause RSC; (2) RSC can be measured by accompanying feelings; and (3) RSC leads to avoidance behavior.
[ to cite ]:
Marion Garaus and Udo Wagner (2013) ,"Retail Shopper Confusion: an Explanation of Avoidance Behavior At the Point-Of-Sale", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.