Towards a Conceptual Model of Consumer Confusion

ABSTRACT - As consumers are provided with ever-increasing amounts of information from more products sold through more channels and promoted in more ways, the notion of marketplace confusion is becoming increasingly important. From the extant literature, we propose and define three types of confusion resulting from brand similarity, information load, and misleading or ambiguous information. This latter type can be regarded as an 'altered knowledge state’ in which a revision of understanding occurs. We argue that confusion should be conceptualized as a state variable and that existing confusion measures have focused solely on the behavioral and cognitive outcomes of confusion, ignoring the role of affect which is also a part of confusion. The paper is the first to discuss the consequences of confusion and elaborate on consumer confusion-reducing strategies. It concludes with some research implications of the new conceptualization.



Citation:

Vincent-Wayne Mitchell, Gianfranco Walsh, and Mo Yamin (2005) ,"Towards a Conceptual Model of Consumer Confusion", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 143-150.

Authors

Vincent-Wayne Mitchell, City University of London
Gianfranco Walsh, University of Strathclyde
Mo Yamin, University of Manchester



Volume

NA - Advances in Consumer Research Volume 32 | 2005



Share Proceeding

Featured papers

See More

Featured

Non-normative influence of self-decided prices on product-related inferences

Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA

Read More

Featured

The Ritualistic Dimension of Microlending

Domen Bajde, University of Southern Denmark, Denmark
Pilar Silveira Rojas Gaviria, Pontificia Universidad Católica de Chile

Read More

Featured

M4. How Consumption Experiences Create Value

Gia Nardini, University of Denver
Melissa Archpru Akaka, University of Denver
Deborah MacInnis, University of Southern California, USA
Richard J Lutz, University of Florida, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.