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The reinforcing and aversive consequences of customer experience. The role of consumer confusion

Anninou, Ioanna and Foxall, Gordon R. (2019) The reinforcing and aversive consequences of customer experience. The role of consumer confusion Journal of Retailing and Consumer Services, 51. pp. 139-151.

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This study aims to provide insights on the concept of experience, its effect on consumer behavior and the role of previous experiences. It uses a behavioral framework and measures the reinforcing and aversive experiential influences on (approach and avoidance) behavior. The study involved 260 participants from an online research panel. The descriptions of two retail situations were used, chosen to differ in terms of levels of previous experience/learning history. The results indicate that confusion, as aversive consequence of retail situations, acts along with functional and social reinforcement to determine behavior. The study further explains and proves the role of accumulated previous encounters on determining the reinforcing and aversive elements of experience. The implications for theory and marketing management are discussed.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
Foxall, Gordon R.
Date : 13 June 2019
DOI : 10.1016/j.jretconser.2019.05.029
Copyright Disclaimer : © 2019 Elsevier Ltd. All rights reserved.
Uncontrolled Keywords : Customer experience; Retail situation; Consumer confusion; Aversive consequences; PAD
Depositing User : Diane Maxfield
Date Deposited : 01 Jul 2019 13:27
Last Modified : 01 Jul 2019 13:27

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