Exploring the connection between frustration and consumer choice behavior in a dynamic decision environment



This research proposes that frustration during the purchase process for high-technology durable goods has a significant effect on the probability that consumers will commit to a technology and make a purchase. In order to explore the effects of consumer frustration on the purchase process, a scale is developed that reveals that frustration in high-technology decision environments is composed of two dimensions, processing frustration and frustration with the pace of technological change. These dimensions of frustration have a significant effect on consumer choice behavior. While processing frustration significantly reduces the probability of commitment to a technology, the probability of making a decision is significantly lower when consumers are frustrated with the pace of technological change. © 2004 Wiley Periodicals, Inc.