Navigating the maze of consumer confusion: What causes it and how can marketers influence it? This paper explores the concept of consumer confusion, examining its marketing determinants, implications, and potential reduction strategies. It uniquely integrates notions of stimulus overload and similarity while acknowledging both conscious and unconscious confusion. This analysis focuses on classifying the marketing factors that contribute to consumer confusion. An inventory of confusion reduction strategies is discussed, offering practical guidance for marketers. It examines the marketing and policy implications of confusion, presenting a checklist for brand managers to use during a confusion audit. The paper identifies key areas for future research, emphasizing the need for improved measurement of consumer confusion. By shedding light on this complex phenomenon, the research equips marketers with tools and strategies to minimize consumer confusion and enhance brand clarity. The findings have significant implications for brand management and consumer policy.
This paper, published in the Journal of Product & Brand Management, investigates the causes and consequences of consumer confusion, a topic directly relevant to the journal's focus on effective brand management strategies. By exploring how marketers can reduce confusion, the research aligns with the journal’s core mission of providing insights for improving product and brand performance.