Suspicion in consumer choice: theoretical concepts and new empirical evidence
File(s)
Author(s)
Panigyraki, Artemis
Type
Thesis
Abstract
The present dissertation consists of three empirical papers, which focus on consumer suspicion as a concept and how it can be overcome with numerical brand claims. In contrast to previous research that predominantly looked at suspicion in a dichotomous fashion, overlooking different levels of intensity, this thesis investigates suspicion in a more empirically fine-grained way. Considering three levels of intensity of suspicion enables a novel finding: That suspicion can lead to positive outcomes, such as increased willingness to purchase. Drawing from research on number cognition, this thesis shows when, how, and which type of numerical brand claim is most instrumental in triggering purchase behaviour in the context of green consumption, a context which is prone to consumer suspicion.
Version
Open Access
Date Issued
2019-12
Date Awarded
2020-09
Copyright Statement
Creative Commons Attribution NonCommercial Licence
License URL
Advisor
Mikolon, Sven
Chaturvedi, Sankalp
Publisher Department
Business School
Publisher Institution
Imperial College London
Qualification Level
Doctoral
Qualification Name
Doctor of Philosophy (PhD)