Consumer Confusion on Cognitive Dissonance: A Conceptual Framework

Confusion among consumers is becoming more prevalent in the marketplace. The importance of consumer confusion to businesses is ultimately determined by its consequences and economic relevance; all consequences have a negative impact on the company’s profitability and sales. It is an issue for both customers and marketers. From the extant literature, three types of confusion are in superior position: similarity confusion, overload confusion, and ambiguity confusion. It represents the consumer confusion concept fully. Through the literature review process, this study develops a theoretical framework and provides a better understanding of consumer confusion and cognitive dissonance, as well as how they affect decision postponement. It provides new insight into consumer confusion.