Do Confident Consumers Search More? Examining the Relationship Between Multidimensional Self-Confidence and External Information Search

Caezilia Loibl, The Ohio State University, USA
Soo Hyun Cho, The Ohio State University, USA
Florian Diekmann, The Ohio State University, USA
Marv Batte, The Ohio State University, USA
Consumer choice is often driven by the extent to which consumers feel confident with respect to their marketplace decisions and actions. This article examines the Bearden, Hardesty, and Rose (2001) consumer self-confidence scale to specifically explore how consumer self-confidence influences information search. Findings of a mail survey document that high-CSC consumers are engaged in more search activity and that consumer self-confidence scores are shaped by specific demographic patterns. These findings provide empirical support for the view that multidimen-sional measurement of consumer self-confidence improves the prediction of the search behavior of consumers.
[ to cite ]:
Caezilia Loibl, Soo Hyun Cho, Florian Diekmann, and Marv Batte (2009) ,"Do Confident Consumers Search More? Examining the Relationship Between Multidimensional Self-Confidence and External Information Search", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 946-946.