Effects of consumer suspicion: a review and agenda for future research

Purpose - The objective is to identify the effects of suspicion as well as knowledge gaps, especially in noninterpersonal contexts. This study aims to propose a robust framework for future research. The overarching goal is to foster a comprehensive understanding of consumer suspicion, its implications and its potential avenues in the ever-evolving field of consumer behavior. Design/methodology/approach - Based on a focused review of the literature, this study synthesizes the effects of suspicion in interpersonal and noninterpersonal contexts to unveil its importance for consumer behavior. Findings - The cognitive, affective and behavioral effects of suspicion are identified. Furthermore, a discernible imbalance is observed, as the predominant focus on interpersonal consumer contexts leaves a significant gap in the comprehension of how consumers navigate and perceive suspicion in noninterpersonal interactions. This topic is important especially in an era dominated by complex brand interrelationships and digital touchpoints. Also, the operationalization of the suspicion construct in a plethora of studies seems to be suboptimal, suggesting a need for improvements with respect to its dynamic nature. In this regard, this review provides insightful directions to advance research in the abovementioned domains. Research limitations/implications - The synthesis of the findings of the empirical articles did not focus on variations in consumer suspicion across different cultures or regions. In addition, the dynamic nature of suspicion and the evolving landscape of consumer behavior mean that findings and implications may require periodic reassessment to maintain relevance. Also, this review did not delve into the methodological diversities across the studies examined. Practical implications - This review offers marketers and businesses critical insights into the consumer suspicion dynamics. By understanding these nuances, companies can tailor strategies to mitigate suspicion and optimize consumer relationships. Originality/value - Through synthesizing the effects of suspicion and providing avenues for future research, this study significantly contributes to consumer behavior literature.