Ambiguity in Heterogeneous Consumption Communities: Confused Consumers?

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.



Citation:

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.

Authors

Anja Simms, University of Wollongong, Australia
Ulrike Gretzel, University of Wollongong, Australia
Andrew Whelan, University of Wollongong, Australia



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

O10. Individual Differences in Consumers' Need For Cognition and Affect: A Neuromarketing Study Using Voxel-Based Morphometry

Jianping Huang, Tsinghua University
Yang Sun, Tsinghua University
Jie Sui, University of Bath, UK
Xiaoang Wan, Tsinghua University

Read More

Featured

Crossing Race and Markets: Introducing the Race in the Marketplace Research Network

Kevin D Thomas, University of Texas at Austin, USA
Sonya Grier, American University, USA
Guillaume D Johnson, Université Paris-Dauphine

Read More

Featured

I'm Scared, Want to Listen? Fear's Influence on Self-Disclosure

Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.