Ambiguity in Heterogeneous Consumption Communities: Confused Consumers?

Anja Simms, University of Wollongong, Australia
Ulrike Gretzel, University of Wollongong, Australia
Andrew Whelan, University of Wollongong, Australia
This research explores the role of ambiguity surrounding a consumption practice as a source of confusion for consumers. An inquiry into an online vegetarian community indicates different levels of comfort with ambiguity. Members manage discomfort by adjusting the practice or negotiating the meaning of a particular label.
[ to cite ]:
Anja Simms, Ulrike Gretzel, and Andrew Whelan (2013) ,"Ambiguity in Heterogeneous Consumption Communities: Confused Consumers?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.