The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction
研究了消费者在市场中因信息过多或矛盾而产生困惑的倾向，以及这种困惑如何影响他们的口碑传播、信任和满意度。
Purpose – Consumer sovereignty assumes that consumers have adequate product information and are able to understand that information in order to make an informed choice. However, this is not the case when consumers are confused. Recently, Walsh et al. identified dimensions of consumer confusion proneness and developed scales to measure these dimensions. Drawing on their concept of consumer confusion proneness, this paper seeks to examine consumers' general tendency to be confused from marketplace information and its effect on three relevant outcome variables – word of mouth, trust, and satisfaction.