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.