The Paralyzed Customer: an Empirical Investigation of Antecedents and Consequences of Decision Paralysis

This article makes a further contribution to the identification of effects on consumer choice behavior under high product variety. Based on previous research a structural equation model is developed that involves both quantitative and qualitative characteristics of variety. Therefore a novel construct is introduced that refers to the tendency to disengage and evade the choice process by choosing an avoidant option. In order to evaluate consequences of these tendencies toward paralysis, their impact on customer satisfaction is assessed. The model is empirically tested with regard to the German cellular phone market. Implications for business practice and future research are deduced.



Citation:

Frank Huber, Sören Köcher, Frederik Meyer, and Johannes Vogel (2011) ,"The Paralyzed Customer: an Empirical Investigation of Antecedents and Consequences of Decision Paralysis", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 417-423.

Authors

Frank Huber, Gutenberg University of Mainz, Germany
Sören Köcher, TU Dortmund University, Germany
Frederik Meyer, Gutenberg University of Mainz, Germany
Johannes Vogel, Gutenberg University of Mainz, Germany



Volume

E - European Advances in Consumer Research Volume 9 | 2011



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