Antecedents and Consequences of Consumer Confusion: Analysis of the Financial Services Industry

Our study is an empirical test of the antecedents and consequences of consumer confusion in the context of the financial services industry. Using quantitative analysis the findings reveal that expectations, attribute and information confusion significantly affect overall confusion. Moreover, expectations and attribute confusion do not affect satisfaction while information confusion has a significant impact on information satisfaction. Furthermore, we find significant impact of overall confusion, attribute satisfaction and information satisfaction on purchase decision. In comparison with earlier studies the findings also suggest that confusion is an industry specific construct and highlights the need for further research in this area.


Paurav Shukla, Madhumita Banerjee, and Phani Tej Adidam (2010) ,"Antecedents and Consequences of Consumer Confusion: Analysis of the Financial Services Industry", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 292-298 .


Paurav Shukla, University of Brighton, UK
Madhumita Banerjee, Uiversity of Warwick, UK
Phani Tej Adidam, University of Nebraska, USA


NA - Advances in Consumer Research Volume 37 | 2010

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