2024
DOI: 10.1177/09711023241260519
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Consumer Confusion on Cognitive Dissonance: A Conceptual Framework

Saranya P.,
Joji Alex N.

Abstract: 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 … Show more

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