Hybrid effect with multiple underlying causes. Consumer confusion is a state of mind that leads to consumers making imperfect purchasing decisions or lacking confidence in the correctness of their purchasing decisions.
Choice Overload (Paradox of Choice) – Occurs when the set of purchasing options becomes overwhelmingly large for a consumer.
Similarity – Similarity is where two or more products lack differentiating features which prevents the consumer easily distinguishing between them]. Similarity of products has the negative effect on the consumer of increasing the cognitive effort required to make a decision.
Lack of information – A consumer may suffer from lack of information if the information doesn’t exist, is unavailable to them at the required moment or is too complex for them to use in their decision making process.
Information overload -Too much information surrounding a product or service disturbs the consumer by forcing them to engage in a more complex and time consuming purchasing process.