How perceived economic mobility affect choice deferral: the mediating role of decision-making confidence

Purpose This study aims to address the issue of consumer choice deferral, which negatively impacts sales and profits for contemporary retailers. It explores the influence of perceived economic mobility, a socioecological factor, on consumer choice deferral. Additionally, it examines the conditions under which the effect of perceived economic mobility on choice deferral may be mitigated. Design/methodology/approach A combination of secondary data analysis and lab experiments is employed to examine the mechanisms and boundary conditions of how perceived economic mobility impacts consumer choice deferral. Findings The results indicate that perceived economic mobility enhances consumers’ decision-making confidence, thus reducing the likelihood of choice deferral. However, when the choice outcome is reversible (e.g. through return policies), the effect of perceived economic mobility on reducing choice deferral disappears. Originality/value This research fills a gap in the literature by exploring how socioecological factors, specifically perceived economic mobility, influence choice deferral. While previous studies have primarily focused on individual traits, cultural differences and assortment size, our study introduces perceived economic mobility as a key determinant of deferral behavior.