In the past 50 years, consumers¿ buying situations have not become easier. Consumers remain easily overwrought by complex buying situations that involve buying complex products or services, such as laptops or insurances. In such situations, consumers find it difficult to make a decision and must spend high levels of cognitive effort on it. Prior consumer research has addressed the complexity of buying situations in several research streams such as in choice complexity or product complexity literature. However, previous researchers have not reached consensus on what constitutes the complexity…mehr
In the past 50 years, consumers¿ buying situations have not become easier. Consumers remain easily overwrought by complex buying situations that involve buying complex products or services, such as laptops or insurances. In such situations, consumers find it difficult to make a decision and must spend high levels of cognitive effort on it. Prior consumer research has addressed the complexity of buying situations in several research streams such as in choice complexity or product complexity literature. However, previous researchers have not reached consensus on what constitutes the complexity of a buying situation. Furthermore, they have mostly concentrated on cognitive constructs and emotional constructs have been rather unexplored. To close these research gaps, this dissertation provides an in-depth conceptualization of complex buying situations by developing a comprehensive reference framework. Furthermore, this dissertation differs from prior research by examining in detail negative emotional responses to complexity (NERCO). A reliable and valid NERCO scale is developed that consists of two factors, emotional resignation and fear of post-purchase dissonance. An experiment investigates the influence of two input variables of the reference framework (1. the number of alternatives in the consumer¿s price class and 2. the perceived expertise of the salesperson who provides a recommendation in a buying situation) on perceived choice complexity and on NERCO. This dissertation paves the way for numerous directions for future research on the complexity of buying situations by providing theoretical fundamentals in the form of a detailed conceptualization and by precisely defining the research gaps.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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Autorenporträt
Lisa Monika Anna Mützel was born in Würzburg, Germany, in 1990. She studied Information Management from 2009 to 2014 at the University of Koblenz-Landau. In 2014, she was awarded the ¿Debeka IT-Förderpreis¿ for being a top student. After having finished her studies, she stayed at the University of Koblenz-Landau from 2014 until 2016 and worked as a research assistant at the research group Media and Service Management of the Institute for Management. During that time, she also wrote her doctoral theses under the supervision of Dr. Thomas Kilian. In 2017, she attained a doctoral degree (Dr. rer. pol.) from the University of Koblenz-Landau.
Inhaltsangabe
1. Introduction 1.1. Relevance of research on complex buying situations in practice 1.2. Relevance of research on complex buying situations for theory 1.3. Aims and structure of this thesis 2. Complexity in prior consumer research 2.1. Methodology of the literature reviews of product and choice complexity 2.2. Product complexity 2.3. Choice complexity and task complexity 3. The reference framework of CBS 3.1. Methodology of Study 1 3.2. Overview of the reference framework 3.3. Inputs and the perceptual construct 3.4. Learning constructs 3.5. Outputs 3.6. Possible moderators and mediators 3.7. Discussion and implications 4. Developing a scale to measure NERCO 4.1. Theoretical foundations 4.2. Construct definition 4.3. Item generation (Study 1.1: Open product context) 4.4. Item purification (Study 2: Laptops) 4.5. Initial validation (Study 3: occupational disability insurance) 4.6. Final validation (Study 4: New automobiles) 4.7. Test-retest assessment (Study 5: Smartphones) 4.8. Summary and discussion 5. Experiment on CERC: The role of recommendations in complex buying situations 5.1. Theoretical background 5.2. Hypotheses development 5.3. Pretest 5.4. Main study 5.5. Summary and discussion 6. Conclusion 6.1. Major results and contributions 6.2. Implications for research 6.3. Implications for practice
1. Introduction 1.1. Relevance of research on complex buying situations in practice 1.2. Relevance of research on complex buying situations for theory 1.3. Aims and structure of this thesis 2. Complexity in prior consumer research 2.1. Methodology of the literature reviews of product and choice complexity 2.2. Product complexity 2.3. Choice complexity and task complexity 3. The reference framework of CBS 3.1. Methodology of Study 1 3.2. Overview of the reference framework 3.3. Inputs and the perceptual construct 3.4. Learning constructs 3.5. Outputs 3.6. Possible moderators and mediators 3.7. Discussion and implications 4. Developing a scale to measure NERCO 4.1. Theoretical foundations 4.2. Construct definition 4.3. Item generation (Study 1.1: Open product context) 4.4. Item purification (Study 2: Laptops) 4.5. Initial validation (Study 3: occupational disability insurance) 4.6. Final validation (Study 4: New automobiles) 4.7. Test-retest assessment (Study 5: Smartphones) 4.8. Summary and discussion 5. Experiment on CERC: The role of recommendations in complex buying situations 5.1. Theoretical background 5.2. Hypotheses development 5.3. Pretest 5.4. Main study 5.5. Summary and discussion 6. Conclusion 6.1. Major results and contributions 6.2. Implications for research 6.3. Implications for practice
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