Uncertainty orientation: Expalaining diffeerences in purchase involvement and external search

Abstract

Abstract This study incorporates uncertainty orientation, an individual difference variable concerned with cognitive response to uncertainty, and purchase involvement in a multiple indicator model of consumer external search activity. The model is tested using partial least squares in two contexts: for durable purchase decisions. Purchase involvement was found to be a multidimensional construct and only the experienced purchaserisk dimension was captured in the measurement models. For durables, uncertainty‐oriented consumers experienced greater purchase risk and engaged in greater external seach than certainty‐oriented consumers. For nondurables, uncertainty‐oriented consumers experienced lower purchase risk than certainty‐oriented consumers. Although the results are modest, they suggest that uncertainty orientation might be fruitfully examined in other applied contexts. © 1994 John Wiley & Sons, Inc.