Understanding consumer confusion: Why too many choices can be a problem
Have you ever been overwhelmed by the number of options or alternatives available when you walk into a store or browse an online shopping website? Maybe you have seen similar-looking products, confusing labels, or conflicting information about which option is the best. This feeling of uncertainty is called consumer confusion, and it is becoming more common as choices increase. Our study aimed to understand what causes this confusion, how it affects consumers, and what marketers can do to help.
Through our research, we examined sixty-two studies on consumer confusion and found three key factors that contribute to this feeling:
1. Information-related factors, i.e., when companies provide too much details or make things too complicated, people feel overloaded and uncertain.
2. Consumer-related factors, i.e., some consumers are more likely to feel confused based on how much they know about a product, their personal preferences, or their fear of making the wrong choice.
3. Product-related factors, i.e., when many brands look alike, it becomes difficult for consumers to distinguish between them, leading to frustration and poor decision-making.
When people feel confused, they often react in negative ways. They may avoid making a purchase, become dissatisfied with a brand, or even warn others against buying a product. To address this, our study highlights the importance of simplicity and transparency in marketing. Companies should focus on clear labeling, honest advertising, and user-friendly product information as it can make a huge difference in helping customers make confident choices.
In a world where consumer choices are growing, understanding and addressing consumer confusion is crucial. If customers feel overwhelmed, they may walk away instead of making a purchase. Furthermore, this issue goes beyond individual purchases as it impacts how brands build trust and maintain relationships with their customers. By reducing confusion, brands can improve customer satisfaction, minimize returns, and enhance brand loyalty, leading to healthier competition and better experiences for consumers. Additionally, when companies focus on clarity and simplicity, they help create more informed, less stressful shopping experiences. Overall, less confusion benefits both consumers and companies, creating a more positive, efficient marketplace for all.
Shahid, S., Maseeh, H., Jebarajakirthy, C., Sharma, B., Saha, R., & Gupta, S. (2025). Consumer confusion: A meta-analytic review (external link, opens in new window) . Journal of Business Research, volume 192, 115294.