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

Anninou, Joanna and Foxall, Gordon ORCID: 2019. The reinforcing and aversive consequences of customer experience. the role of consumer confusion. Journal of Retailing and Consumer Services 51 , pp. 139-151. 10.1016/j.jretconser.2019.05.029

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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
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Publisher: Elsevier
ISSN: 0969-6989
Date of First Compliant Deposit: 4 July 2019
Date of Acceptance: 30 May 2019
Last Modified: 07 Nov 2023 06:07

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