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Article: Consumer self-confidence in searching for information.(Survey)
- Article from:
- The Journal of Consumer Affairs
- Article date:
- March 22, 2009
- Author:
CopyrightCOPYRIGHT 2009 American Council on Consumer Interests. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Consumer behavior is often driven by the extent to which consumers feel confident regarding their decisions, which frequently hinge, especially in high-stakes situations, on their information search. This article examines a multidimensional self-confidence concept to explore how consumer self-confidence influences information search. Findings of a mail survey document that high-confidence consumers engage in more intensive search activities and that demographic patterns shape consumer self-confidence scores. The findings empirically support a multidimensional measurement of self-confidence to predict search behavior and suggest avenues to enhance the self-confidence needed ...
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