Scale Development For Consumer Confusion

Markus Schweizer Alexander Kotouc Thomas Rudolph,

Scale Development for Consumer Confusion


Markus Schweizer, University of St. Gallen, Switzerland

Alexander J. Kotouc, University of St. Gallen, Switzerland


Given the increasing importance of Consumer Confusion as part of the everyday grocery shopping process, this study identifies a comprehensive inventory of triggers that support this phenomenon. The scale development is based on a two-step procedure. A qualitative study conducted by means of four focus groups revealed 26 potential items for confusion. The subsequent quantitative study - combined with environment shopping tests - exposed a six-factor scale that consists of stimuli variety, similarity, complexity, conflict, irritation and non reliability. The utility of the proposed scale is valuable both for future research and retail strategy.
[ to cite ]:
Markus Schweizer Alexander Kotouc Thomas Rudolph (2006) ,"Scale Development For Consumer Confusion", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 184-190.