Consumer confusion proneness: scale development, validation, and application

Abstract With ever increasing amounts of marketplace information, confusion is becoming a problem for consumers and marketers, yet the topic remains under researched. This paper explores the dimensions of consumers' general tendency to become confused and its relevance for marketing practitioners. A three component conceptual model of confusion is developed, operationalised and validated using a sample of 264 consumers. Using structural equation modelling, the results support the three dimensions of similarity, overload and ambiguity which have a significant impact on decision postponement and loyalty behaviour. Implications for marketing management and theory are discussed. Keywords: CONSUMER CONFUSIONPRONENESSSTIMULUS SIMILARITYSTIMULUS OVERLOADSTIMULUS AMBIGUITY