Consumer confusion : a test of the behavioural perspective model

• Main Author: Anninou, Ioanna
• Published: Cardiff University 2013
• Subjects: 658.8; H Social Sciences (General)
• Online Access: http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.590342

In light of the increasing academic and practical importance of consumer confusion, more theoretical and empirical inquiries are necessary in order to comprehend this concept. This study extends the notion of confusion by adopting the idea of self-based rules. Confusion can be defined as a self-based track (or better a rule for the lack of rules and norms, a special case of anomy). As a rule, there is a differing language that can be used to describe it– the first, extensional, deals with confusion as an overall response to physical and social stimuli and the other, intentional, deals with it in terms of individual understanding and beliefs. This study uses the theoretical principles of the Behavioural Perspective Model (BPM) as its primary device. The current state of the BPM dictates the use of an extensional language (BPM-E). The model will be extended and placed within the framework and study of an intentional explanation (BPM-I). The explanatory or interpretative role that confusion can play in these models will be described. Specific research hypotheses that correspond to these explanations have been developed. In order to implement these objectives a main quantitative survey (N=260) which provided data on 520 consumer situations, has been informed by a meaningful in the produced results pilot-exploratory study (N=7) and multiple qualitative (N=10) and quantitative (N=56) pilot tests and discussions with knowledgeable and lay participants. Multiple regression and ANOVA indicate significant main effects when Mehrabian and Russell’s affective scales and different kinds of confusion (similarity-complexity) are used to predict approach-avoidance behavioural responses. Additionally, support is provided for the patterns expected from the affective and behavioural variables when these are applied to other situations beyond the original eight contingency categories of the BPM. The main contribution of this study lies with the inclusion of an aversive consequence of shopping situations in the BPM and the extension of the model towards embracing and applying intentionality. Overall, this study supports the supposition put forward by Foxall (2004; 2007a; 2007b; 2013) that the intentional BPM can add and extend the explanatory power of the extensional model.