Consumer confusion: a systematic review and research directions

Vishakha Chauhan · Mahim Sagar

43 citations0/0 files storedJournal of Consumer Marketing

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

Purpose 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. Design/methodology/approach Systematic literature review methodology was followed for article selection. Selected articles were subjected to content analysis to derive thematic as well as descriptive results. Findings 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. Originality/value 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.

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References

2009Preferred reporting items for systematic reviews and meta-analyses: the PRISMA statement 2009Preferred Reporting Items for Systematic Reviews and Meta-Analyses: The PRISMA Statement 1956The magical number seven, plus or minus two: Some limits on our capacity for processing information.2019Literature review as a research methodology: An overview and guidelines 2000When choice is demotivating: Can one desire too much of a good thing?2000When choice is demotivating: Can one desire too much of a good thing?1989Theory Construction as Disciplined Imagination 1975Situational Variables and Consumer Behavior

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