From Confusion to Clarity: A Multi-Stage Process Framework for Understanding Consumer Confusion

Abstract

This paper reconceptualizes consumer confusion as a multi-stage temporal process rather than a static outcome, addressing theoretical fragmentation in existing antecedent-consequence models. By integrating cognitive appraisal, contextual amplification, and adaptive coping within a unified framework, we explain how confusion unfolds rather than merely cataloging what causes it. Adopting a theory synthesis approach, we integrate three fragmented literature streams-(1) traditional confusion research (similarity, overload, ambiguity), (2) digital contexts (e-confusion), and (3) consumer response patterns (cognitive, affective, conative)-into a unified temporal framework. This synthesis generates nine interrelated propositions organized around four process stages: (1) typological foundations, (2) contextual amplification, (3) affective and social dimensions, and (4) strategic responses. Three theoretical insights emerge. First, consumer expertise exhibits paradoxical effects-initially shielding against confusion but later amplifying vulnerability to subtle inconsistencies. Second, intra-brand similarities (within a brand's portfolio) generate greater confusion than cross-brand resemblances, violating consumers' trust-based expectations. Three theoretical contributions emerge. First, the framework reconceptualizes confusion as a multi-stage dynamic process rather than a static antecedent-consequence relationship. Second, it synthesizes fragmented literature streams into a unified architecture. Third, it challenges linear assumptions through novel propositions on paradoxical expertise effects, asymmetric intra-brand confusion, and self-reinforcing affective cycles. Consequently, the study provides critical insights into theory and practice, particularly in brand portfolio management and the design of customer-facing information systems.