Consumer Confusion in the Multimedia, Multichannel Scenario: Construct Definition and Research Agenda

• Autor(a) principal: Broilo, Patricia Liebesny
• Data de Publicação: 2016
• Outros Autores: Espartel, Lélis Balestrin
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12115
• topic: Marketing; Consumer Behaviour; Consumer Confusion; Multimedia and Multichannel Scenario; Research Agenda; Marketing; Comportamento do consumidor; Confusão do Consumidor; Cenário Multimídia e Multicanal; Agenda de Pesquisa.

The increasing availability of choice in the consumption universe can result in consumer confusion. Facing the lack of a generally accepted definition of the construct, we conducted a systematic literature review in a selection of 93 papers published within the last decade. As a result, we identified six distinct understandings and a trend for a broad comprehension of consumer confusion associated with the path to purchase as a whole; however, there seems to be missing an increased focus on the phenomenon related to the consumer conectivity given the multimedia and multichannel scenario. Therefore, the present paper postulates a new definition of the construct and raises questions to be further explored in future studies.