Understanding the Decision Making Processes of Indecisive Consumers

Hillary Mellema, Kent State University, USA
Jennifer Wiggins Johnson, Kent State University, USA
Indecisiveness is a chronic, domain-general difficulty making decisions. The goal of this research is to understand the consumption choice processes of indecisive individuals. Preliminary results reveal that indecisive individuals spend more time evaluating alternatives, are more distressed by time limitations, and are overly concerned with how others perceive their choices.
[ to cite ]:
Hillary Mellema and Jennifer Wiggins Johnson (2014) ,"Understanding the Decision Making Processes of Indecisive Consumers", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 800-800.