Explores the concept of consumer confusion; what causes it, how consumers react to it and how marketers can influence it. The focus proposed differs from previous work by integrating the notions of stimulus overload and stimulus similarity as well as acknowledging conscious and unconscious confusion. The marketing determinants of confusion are classified and an inventory of confusion reduction strategies is discussed. Examines the marketing and policy implications of confusion, presents a checklist for brand managers to use when conducting a confusion audit and highlights areas for future research, especially into measurement of the concept.
Mitchell, V. and Papavassiliou, V. (1999), "Marketing causes and implications of consumer confusion", Journal of Product & Brand Management, Vol. 8 No. 4, pp. 319-342. https://doi.org/10.1108/10610429910284300
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