Suspicion in consumer choice: theoretical concepts and new empirical evidence

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.