Consumer confusion proneness: scale development, validation, and application

By Gianfranco Walsh, Thorsten Hennig-Thurau, Vince-Wayne Mitchell. 2007

219 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/82da5cd882c9793a5986f5809bbdf2e8b44790d0

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Paurav Shukla
2. Qing Wang
3. Gianfranco Walsh
4. Vince-Wayne Mitchell
5. Sun-Jung Moon
6. John P. Costello
7. Dong-Mo Koo

In Organizational Behavior and Human Resource Management

1. Paurav Shukla
2. Qing Wang
3. Gianfranco Walsh
4. Sun-Jung Moon
5. John P. Costello
6. Vince-Wayne Mitchell
7. Dong-Mo Koo

Citations in the corpus

• Linking Sources of Consumer Confusion to Decision Satisfaction: The Role of Choice Goals (2013, methodology): “As shown in Table 2, the scale items for similarity confusion, overload confusion, and ambiguity confusion were derived from Walsh, Hennig-Thurau, and Mitchell (2007) and Walsh and Mitchell (2010). Based on exploratory and conclusive validation procedures, Walsh and Mitchell (2010) observed support ”
• The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction (2010, background): “A noticeable exception is a recent study which puts forth a three-dimensional scale of perceived consumer confusion proneness (Walsh et al., 2007).”
• The impact of consumer confusion from eco-labels on negative WOM, distrust, and dissatisfaction (2017, background): “…style of packaging, lettering, or names) or functional similarity of products or services causes similarity confusion, which may mislead consumers into buying an imitator brand rather than the original (Mitchell, Walsh, and Yamin 2005; Walsh, Hennig-Thurau, and Mitchell 2007; Leek and Kun 2006).”