infonet-economy

Consumers are facing an ever increasing variety of stimuli in retail environments. Findings show that disposable information inhibited in marketing measures repeatedly exceeds an optimal stimulus level of consumers. In this condition of confusion, it is hardly possible for the individual to accomplish an "optimal" purchase decision. In-store behavior gets modified through so called reduction strategies, which turn out to be very difficult to prognosticate for retailers. Although avoidance behavior has long been acknowledged by environmental psychologists, little research has been done explaining the phenomenon of consumer confusion in a wider sense. This paper provides first conceptual and empirical findings.