To read this content please select one of the options below:

Consumer confusion: a systematic review and research directions

Vishakha Chauhan (Department of Management Studies, Indian Institute of Technology Delhi, New Delhi, India)
Mahim Sagar (Department of Management Studies, Indian Institute of Technology, Delhi, Delhi, India)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 8 June 2021

Issue publication date: 29 June 2021




The purpose of this paper is to systematically review and analyse extant marketing literature on consumer confusion to propose an integrated conceptual framework and highlight important research gaps.


Systematic literature review methodology was followed for article selection. Selected articles were subjected to content analysis to derive thematic as well as descriptive results.


Antecedents, consequences, moderators, mediators and application of the construct in the different contexts have been reported. An integrated framework along with research questions and future directions has also been proposed.


To the best of the authors’ knowledge, this study is notably the first attempt to systematically review the marketing literature on consumer confusion. The conceptual framework and proposed research questions create a research agenda around the problem of consumer confusion and contribute towards the advancement of extant literature.



Chauhan, V. and Sagar, M. (2021), "Consumer confusion: a systematic review and research directions", Journal of Consumer Marketing, Vol. 38 No. 4, pp. 445-456.



Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

Related articles