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

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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

F12. Matching Green Advertising Strategies and Brand Positioning to Improve Brand Evaluation

Danielle Mantovani, Federal University of Paraná
Victoria Vilasanti, Federal University of Paraná
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cecilia Souto Maior, Federal University of Paraná

Read More

Featured

Making the Wait Worthwhile: Mental Accounting and the Effect of Waiting in Line on Consumption

Chris Hydock, Georgetown University, USA
Sezer Ulku, Georgetown University, USA
Shiliang Cui, Georgetown University, USA

Read More

Featured

The Preference for Simultaneity: When Different Events Happen to Different People at the Same Time

Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA

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.