Open AccessConfusão do Consumidor no Cenário Multimídia e Multicanal: Definição do Construto e Agenda de Pesquisa
Author(s) -
Patrícia Liebesny Broilo,
Lélis Balestrin Espartel
Publication year - 2016
Publication title -
remark - revista brasileira de marketing
Language(s) - English
Resource type - Journals
ISSN - 2177-5184
DOI - 10.5585/remark.v15i1.2985
Subject(s) - humanities , philosophy
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.