Revisiting Signals that Influence Consumer Decision-Making: From Information Search to Behavioural Commitment
(A2026-133168)

AUTHORS

Mengyun Hu, Newcastle University; HAIYAN LU, Newcastle University/Newcastle University; Savvas Papagiannidis, Newcastle University Business School

ABSTRACT

Consumers face information overload, creating a selection paradox when choosing service providers, particularly micro-businesses offering hard-to-evaluate services such as household repairs. This study examines how consumers move from initial information search to final commitment by integrating signalling theory, source credibility theory, and commitment–trust theory. Using 419 survey responses from UK households and analysing the data with SPSS AMOS, we find that in the information search stage, heuristic cues such as review volume, average rating, and traditional word-of-mouth shape consideration set formation. In the evaluation stage, credibility signals, expertise, trustworthiness, and likability, guide diagnostic judgments. In the commitment stage, affective and cognitive trust support relational decisions, while value acts as a cost–benefit signal. Overall, the study advances consumer behaviour literature by showing how different signals influence decision-making across multiple stages.