Scale Development for Consumer Confusion

Given the increasing importance of Consumer Confusion as part of the everyday grocery shopping process, this study identifies a comprehensive inventory of triggers that support this phenomenon. The scale development is based on a two-step procedure. A qualitative study conducted by means of four focus groups revealed 26 potential items for confusion. The subsequent quantitative study - combined with environment shopping tests - exposed a six-factor scale that consists of stimuli variety, similarity, complexity, conflict, irritation and non reliability. The utility of the proposed scale is valuable both for future research and retail strategy.