Consumer uncertainty, revisited

E.M.K. Shiu, G. Walsh, L.M. Hassan, D. Shaw

Research output: Contribution to journalArticlepeer-review

42 Citations (Scopus)


Uncertainty is an important concept within consumer behavior which to date is under-theorized, especially in relation to important downstream variables such as information search intention and purchase intention, and can therefore lead to a loss of utility. The authors propose a new multidimensional conceptualization of consumer uncertainty and develop a theoretical model of uncertainty within two consumer behavior contexts, namely avoidance of sweatshop apparel and avoidance of food additives. Drawing on literature-based insights as well as qualitative research and Expected Utility Theory, the authors develop hypotheses that offer insight into the potential antecedents (ambiguity and credibility) and consequences (search intention and purchase intention) of uncertainty. Using survey data, the authors test the hypotheses, finding strong support for many relationships hypothesized. Research and managerial implications are discussed.
Original languageEnglish
Pages (from-to)584-607
Number of pages24
JournalPsychology and Marketing
Issue number6
Early online date2 May 2011
Publication statusPublished - Jun 2011


  • consumer uncertainty
  • revisited
  • consumer behavior
  • downstream variables
  • multidimensional conceptualization
  • theoretical model
  • ambiguity and credibility
  • search intention and purchase intention

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