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Towards a Conceptual Model of Consumer Confusion.

Mitchell, Vincent-Wayne; Walsh, Gianfranco; Yamin, Mo

Advances in Consumer Research. 2005;32:143-150.

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Abstract

As consumers are provided with ever-increasing amounts of information from more products sold through more channels and promoted in more ways, the notion of marketplace confusion is becoming Increasingly important. From the extant literature, we propose and define three types of confusion resulting from brand similarity, information load, and misleading or ambiguous information. This latter type can be regarded as an 'altered knowledge state' in which a revision of understanding occurs. We argue that confusion should be conceptualized as a state variable and that existing confusion measures have focused solely on the behavioral and cognitive outcomes of confusion, ignoring the role of affect which is also a part of confusion. The paper is the first to discuss the consequences of confusion and elaborate on consumer confusion-reducing strategies. It concludes with some research implications of the new conceptualization. [ABSTRACT FROM AUTHOR]

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Volume:
32
Start page:
143
End page:
150
Related website(s):
  • Related website http://search.epnet.com/login.aspx?direct=true&db=buh&an=18936273
General notes:
  • TY - JOUR Accession Number: 18936273; Mitchell, Vincent-Wayne 1Walsh, Gianfranco 2Mo Yamin 3; Affiliations: 1: City University of London 2: University of Strathclyde 3: University of Manchester; Source Information: 2005, Vol. 32, p143; Thesaurus Term: CONSUMER behaviorThesaurus Term: CONSUMERS -- AttitudesThesaurus Term: CONSUMERS' preferencesThesaurus Term: BRAND imageThesaurus Term: PRODUCT acceptance; Number of Pages: 8p; Document Type: Article
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Active

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Record metadata

Manchester eScholar ID:
uk-ac-man-scw:60216
Created by:
Yamin, M
Created:
15th October, 2009, 16:23:50
Last modified by:
Yamin, M
Last modified:
3rd December, 2010, 19:17:38

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