Consumer Self-Confidence in Searching for Information

Consumer behavior is often driven by the extent to which consumers feel confident regarding their decisions, which frequently hinge, especially in high-stakes situations, on their information search. This article examines a multidimensional self-confidence concept to explore how consumer self-confidence influences information search. Findings of a mail survey document that high-confidence consumers engage in more intensive search activities and that demographic patterns shape consumer self-confidence scores. The findings empirically support a multidimensional measurement of self-confidence to predict search behavior and suggest avenues to enhance the self-confidence needed to produce positive marketplace experiences.