Taxonomy of Consumer Confusion and Word of Mouth

Abstract

The current study aims to investigate the consumer confusion proneness with decision postponement and word of mouth. The population of study is mobile phone consumers of Pakistan and sample of the study is DG-Khan and Rajan Pur district consumers. And the data is collected through brief questionnaire. The study hypothesized the consumer confusion, decision postponement and word of mouth under theory of risk behavior and prospect theory. The study revealed the results that ambiguity confusion is found significant with decision postponement under moderating effect of word of mouth. Hence, the similarity confusion and overload confusion is rejected and ambiguity confusion hypothesis is accepted.

Keywords: Consumer Confusion Proneness, DG-Khan, Rajan Pur, Prospect theory, Theory of Risk Behavior.