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

Ioanna Anninou and Gordon R. Foxall

Journal of Retailing and Consumer Services, 2019, vol. 51, issue C, 139-151

Abstract: 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.

Keywords: Customer experience; Retail situation; Consumer confusion; Aversive consequences; PAD (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:51:y:2019:i:c:p:139-151

DOI: 10.1016/j.jretconser.2019.05.029

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