Advances in Consumer Research Volume Towards a Conceptual Model of Consumer Confusion VincentWayne Mitchell City University of London Gianfranco Walsh University of Strathclyde Mo Yamin University - Pdf

166K - views

Advances in Consumer Research Volume Towards a Conceptual Model of Consumer Confusion VincentWayne Mitchell City University of London Gianfranco Walsh University of Strathclyde Mo Yamin University

From the extant literature we propose and define three types of confusion resulting from brand similarity information load and misleading or ambiguous infor mation This latter type can be regarded as an altered knowledge state in which a revision of

Embed :
Pdf Download Link

Download Pdf - The PPT/PDF document " Advances in Consumer Research Volume ..." is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.

Advances in Consumer Research Volume Towards a Conceptual Model of Consumer Confusion VincentWayne Mitchell City University of London Gianfranco Walsh University of Strathclyde Mo Yamin University

Presentation on theme: " Advances in Consumer Research Volume Towards a Conceptual Model of Consumer Confusion VincentWayne Mitchell City University of London Gianfranco Walsh University of Strathclyde Mo Yamin University"‚ÄĒ Presentation transcript:

in which a revision of understanding occurs. We argue that are aware of the two brands (e.g., Johnnie Walker and whisky). Similarity in advertisements and commercial because of the of individuals in infor- incurred; Shugan 1980). We define overload confu- food market not because there may be too many similar exert a moderating influence because may reduce confusion through an experience differences may also be distinguished be- when buying an imitator instead of an and deci- consumer usually tries to buy products of may be particularly prone to overload consumers want the best individuals impose organization upon vi- refers to the extent to which individuals such as shopping under constraints should increase overload refers to the presence of others and opinions Advances in Consumer Research (Volume 32) / 145TABLE 1Definitions of Consumer Confusion and their Classification “ecneirepxeyeht,eromrehtruF.seciohcgnikamytluciffidevahdna”.daolrevonoitamrofni+.p,6891(.latenekoL)691ehtnitluseryamstcudorpneewtebseitiralimislacisyhp)...(“”.remusnocehtybytitnedironigirofoecruosfonoitubirttasim+nellahreVdnazseioP)332.p,9891(levellaudividniehttasruccotahtnonemonehpasinoisufnocdnarB“”.erutannisuoicsnoc-nonyltnanimoderpsidna)...(++++++ 146 / Towards a Conceptual Model of Consumer ConfusionFIGURE 1Conceptual Model for Antecedents, Moderators, Mediators, Coping Strategies and Consequences of Confusion scope of search (Neisser 1976). can purchase, confusion from informa- contexts, the theory serves to determine some of factor in the consumer decision- flow- analogy gives a negative because when consumers are aware that there is inability to differentiate between stimuli attitudes about the uniqueness of trust is likely to reduce because they alternative is and which manufac- adopted to category mostly consists of strategies which clarify the and Advances in Consumer Research (Volume 32) / 149Brengman, Malaika, Magie Geuens, and Patrick De Pelsmacker(2001), “The impact of consumer characteristics andcampaign related factors on brand confusion in printadvertising,” Journal of Marketing Communications, 7 (4),231-243.Cahill, Dennis J. (1995), “We sure as hell confuse ourselves, butwhat about the customers?” Marketing Intelligence andPlanning, 13, 5-9.Chernev, Alexander (2003), “When More Is Less and Less IsMore: The Role of Ideal Point Availability and Assortment inChoice,” Journal of Consumer Research, 30 (September),170-182.(1985), “Measuring Individual Differences in Visual versusVerbal Information Processing,” Journal of ConsumerResearch, 12 (September), 125-131.Chryssochoidis, George (2000), “Repercussions of consumerconfusion for late introduced differentiated products,”European Journal of Marketing, 34, 705-722.Cohen, Marcel (1999), “Insights into consumer confusion,”Consumer Policy Review, 9 (6), 210-213.Cox, Donald F. (1967), “Risk Handling in Consumer Behavior,”in Risk Taking and Information Handling in ConsumerBehavior, ed. Donald F. Cox, Boston, MA: HarvardUniversity Press, 34-81.Darden, William R. and Fred D. Reynolds (1971), “ShoppingOrientations and Product Usage Rates,” Journal of Market-ing Research, 8 (Nov.), 505-508.Dhar, Ravi (1997), “Consumer Preference for a No-ChoiceOption,” Journal of Consumer Research, 24 (September),215-231.Diamond, Sidney A. (1981), Trademark Problems and How toAvoid Them, Revised Edition, Crain Communications,Chicago.Elliott, Michael T. and Paul Surgi Speck (1998), “ConsumerPerceptions of Advertising Clutter and Its Impact acrossVarious Media,” Journal of Advertising Research, 38 (1), 29-41.Feather, N. T. (1969), “Preference for information in relation toconsistency, novelty, intolerance of ambiguity, and dogma-tism,” Australian Journal of Psychology, 21, 235-249.Foxman, Ellen R., Darrel D. Meuhling, and Phil W. Berger(1990), “An Investigation of Factors Contributing toConsumer Brand Confusion,” Journal of Consumer Affairs,24, 170-189.Foxman, Ellen R., Phil W. Berger, and Joseph A. Cole (1992),“Consumer Brand Confusion: A Conceptual Framework,”Psychology and Marketing, 9 (March/April), 123-141.Gardner, Riley W., Douglas N. Jackson, and Samuel J. Messick(1960), “Personality organization in cognitive controls andintellectual abilities,” Psychological Issues, 2 (4, No. 8), 228-248.Glasse, J. (1992), “Hang On,” Dealerscope Merchandising, 34,Iss. 8 (Aug.), 10-14, 25.Goldstein, K. M. and S. Blackman (1977), “Assessment ofcognitive style”, in Advances in Psychological Assessment, 4,ed. P. McReynold, Jossey-Bass, San Francisco, CA, 462-525.Grewal, Dhruv, Jerry Gotlieb, and Howard Marmorstein (1994),“The Moderating Effects of Message Framing and SourceCredibility on the Price-perceived Risk Relationship,”Journal of Consumer Research, 21 (June), 145-153.Hillmann, Karl-Heinz (1994), Wörterbuch der Soziologie[Dictionary of Sociology], Stuttgart: Kröner.Hoyer, Wayne D. and Deborah J. MacInnis (1997), ConsumerBehavior, Boston: Houghton Mifflin.Huffman, Cynthia and Barbara E. Kahn (1998), “Variety forSale: Mass Customization or Mass Confusion?” Journal ofRetailing, 74 (4), 491-513.Iyengar, Sheena S. and Mark R. Lepper (2000), “When Choice isDemotivating: Can One Desire Too Much of a Good Thing?”Journal of Personality and Social Psychology, 79 (6), 995-1006.Jacoby, Jacob (1977), “Information Load and Decision Quality:Some Contested Issues,” Journal of Marketing Research, 14(November), 569-573.Jacoby, Jacob, Donald E. Speller, and Carol A. Berning (1974),“Brand Choice Behavior as a Function of Information Load:Replication and Extension,” Journal of Consumer Research,1 (February), 33-42.Jacoby, Jacob, Donald E. Speller, and Carol A. Kohn (1974),“Brand Choice Behavior as a Function of Information Load,”Journal of Marketing Research, 11 (February), 63-64.Jacoby, Jacob and Maureen Morrin (1998), “‘Not manufacturedor authorized by...’: recent federal cases involving trademarkdisclaimers,” Journal of Public Policy & Marketing, 17, 97-108.Jacoby, Jacob and Wayne D. Hoyer (1989), “The Comprehen-sion/Miscomprehension of Print Communication: SelectedFindings,” Journal of Consumer Research, 15 (March), 434-443.Kangun, Norman and Michael J. Polonsky (1995), “Regulationof Environmental Marketing Claims: A ComparativePerspective,” International Journal of Advertising, 13 (4), 1-24.Kapferer, Jean-Noel (1995), “Stealing brand equity: measuringperceptual confusion between national brands and ęcopycatęown-label products,” Marketing And Research Today (May),96-102.Kent, Robert J. and Chris T. Allen (1994), “CompetitiveInterference Effects in Consumer Memory for Advertising:The Role of Brand Familiarity,” Journal of Marketing, 58(July), 97-105.Kohli, Chiranjeev and Mrugank Thakor (1997), “Brandingconsumer goods: insight from theory and practice,” Journalof Consumer Marketing, 14, 206-219.Kolb, David A. (1976), Learning Styles Inventory: TechnicalManual, Boston, MA: McBer and Co.Lau, Geok Theng and Sook Han Lee (1999), “Consumers’ Trustin a Brand and the Link to Brand Loyalty,” Journal ofMarket Focused Management, 4, 341-370.Loken, Barbara, Ivan Ross, and Ronald L. Hinkle (1986),“Consumer Confusion of Origin and Brand SimilarityPerceptions,” Journal of Public Policy and Marketing, 5,195-211.Luce, Mary Frances (1998), “Choosing to Avoid: Coping withNegatively Emotion-Laden Consumer Decisions,” Journal ofConsumer Research, 24 (4), 409-433.Maheswaran, Durairaj and Joan Meyers-Levy (1990), “TheInfluence of Message Framing and Issue Involvement,”Journal of Marketing Research, 27 (August), 361-367.Mead, G. (1993), “Charity in Fashion: A Look at Bennetton’sLatest Campaign and Finds Style more Evident thanSubstance,” Financial Times, Jan. 28, 18.Miaoulis, George and Nancy DęAmato (1978), “Consumerconfusion: Trademark infringement,” Journal of Marketing,42, 45-55. 150 / Towards a Conceptual Model of Consumer ConfusionMidgley, David F. and Grahame R. Dowling (1978),“Innovativeness: The concept and its measurement,” Journalof Consumer Research, 4, 229-242.Miller, George A. (1956), “The Magical Number Seven, Plus orMinus Two: Some Limits on Our Capacity for ProcessingInformation,” Psychological Review, 63 (March), 81-92.Mitchell, Vincent-Wayne and Vassilios Papavassiliou (1997),“Exploring the Concept of Consumer Confusion,” MarketIntelligence & Planning, 15 (April-May), 164-169.Mitchell, Vincent-Wayne and Vassilios Papavassiliou (1999),“Market Causes and Implications of Consumer Confusion,”Journal of Product & Brand Management, 8, 319-339.Neisser, Ulric (1976), Cognition and Reality, San Francisco,California: W.H. Freeman.Pinson, C. (1978), “Consumer Cognitive Styles: Review andImplications for Marketers”, in “Marketing: Neue Ergebnisseaus Forschung und Praxis”, ed. E. Topritzhofer, Dusseldorf,Germany: Westdeutscher Verlag.Poiesz, Theo B. C. and Theo M. M. Verhallen (1989), “BrandConfusion in Advertising,” International Journal ofAdvertising, 8, 231-244.Reilly, Michael D. (1982), “Working Wives and ConvenienceConsumption,” Journal of Consumer Research, 8 (March),407-418.Roberts, L. (1995), “OFT to probe policies ‘confusion’”, TheIndependent, 20 May.Settle, Robert B. and Pamela L. Alreck (1988), “Hyperchoiceshapes the Marketplace,” Marketing Communications, 13 (5,May), 15-20, 61.Shugan, Steven M. (1980), “The Cost of Thinking,” Journal ofConsumer Research, 7 (2, September), 99-111.Simon, Herbert A. (1962), “The Architecture of Complexity,”Proceedings of the American Philosophical Society, 106,467-82.Sproles, George B. (1985), “From Perfectionism to Fadism:Measuring Consumers’ Decision-Making Styles,” Proceed-ings, American Council on Consumer Interests, 79-85.Sproles, George B. and Elizabeth Kendall (1986), “A Methodol-ogy for Profiling Consumers’ Decision-Making Styles,”Journal of Consumer Affairs, 20 (2), 267-279.Sproles, George B. and Elizabeth Kendall (1990), “ConsumerDecision-Making Styles as a Function of Individual LearningStyles,” Journal of Consumer Affairs, 24 (1), 134-147.Turnbull, Peter W., Sheena Leek, and Grace Ying (2000),“Customer Confusion: The Mobile Phone Market,” Journalof Marketing Management, 16 (January-April), 143-163.Walsh, Gianfranco (1999), German Consumer Decision-MakingStyles with an Emphasis on Consumer Confusion, Manches-ter, UMIST, Precinct Library, Theses collection M134.West, Gale E., Bruno Larue, Carole Gendron, and Shannon L.Scott (2002), “Consumer Confusion Over the Significance ofMeat Attributes: The Case of Veal,” Journal of ConsumerPolicy, 25, 65-88.Winakor, Geitel, B. Canton, and L. Wolins (1980), “PerceivedFashion Risk and Self Esteem of Males and Females,” HomeEconomics Research Journal, 9 (1, Sep.), 45-56.Zaichkowsky, Judith Lynne (1995), Defending your BrandAgainst Imitation: Consumer Behavior, Marketing Strate-gies, and Legal Issues, Westport, Conn.: Quorum Books.Zaichkowsky, Judith L. and R. Neil Simpson (1996), “The effectof experience with a brand imitator on the original brand,”Marketing Letters, 7 (1), 31-39.