Journal of the Academy of Marketing Science

, Volume 5, Issue 1–2, pp 113–125 | Cite as

The effect of self-confidence and anxiety on risk reduction strategies for an innovative product

  • Peter Hermann
  • William B. Locander


This research investigated consumer modes of information seeking as a means of reducing uncertainty for a high risk innovation. Measures of consumers' generalized and specific selfcondidence along with anxiety were taken to study their mediating effect on consumer's tendency to seek any of six information sources. Subjects completed a 20 item behavioral differential designed to measure the tendency to seek different sources. The design used was a 2×2×2 ANOVA. The sample was drawn from a middle, upper middle class, white suburban civic club. The results show that specific self-confidence was the most important variable in explaining the tendency to seek information about a microwave oven. The two most favored information sources were the impersonal independent (Consumer Reports type of magazine) and the subject's own observation and experiences. There was some tendency to use interpersonal sources, but the impersonal independent and observation/experience were favored.


Microwave Oven Consumer Research Innovative Product Information Seek Risk Reduction Strategy 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© The Academy of Marketing Science 1975

Authors and Affiliations

  • Peter Hermann
    • 1
  • William B. Locander
    • 1
  1. 1.University of HoustonHoustonUSA

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