From Confusion to Clarity: A Multi‐Stage Process Framework for Understanding Consumer Confusion (opens in new tab)

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 confu...