| dc.description.abstract | Purpose – The purpose of the paper is to bring to the attention of academics the innovations which
have rapidly been developed to sell goods and services across sectors using what the authors describe
as “confusion marketing”.
Design/methodology/approach – This is a conceptual, integrative, critical assessment of a number
of marketing disciplines addressing aspects of confusion marketing. Confusion practices are evolving
rapidly, with little theoretical explanation of why many of them are successful. This paper seeks to
answer such questions by examining a wide range of sectors and confusion practices.
Findings – Patterns are identified across sectors, companies and business practices, providing the
basis for this holistic assessment of marketing research on confusion since its inception and the design
of a systemic framework of confusion.
Research limitations/implications – The study attempts to bring all marketing schools and
traditions of confusion together and presents a synthesis of scholarly accomplishments in the area by
matching them, where possible, to current practices. It advances extant literature by designing a
systemic framework which has, so far, been absent in marketing and by identifying avenues for future
research maturation.
Practical implications – This discussion challenges assumptions regarding the ethicality,
sustainability and profitability of confusion practices. Businesses practicing confusion are successful,
suggesting that such practices may be economically sustainable. Contrary to expectations in
marketing, confusion seems to benefit some consumers; confusion practices are not necessarily
unethical or detrimental.
Originality/value – Confusion is a controversial area in marketing. Although the literature on
confusion has grown, extant research continues to concentrate on consumers’ perceptions of confusion
and tends to assume that confusion practices are undesirable, unethical and unsustainable. This paper
provides a first integrative critical analysis of marketing thinking and challenges the aforementioned
literature assumptions, demonstrating that past research has not sufficiently explained the nature,
consequences and success of confusion marketing. | en_GB |
