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

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.