Purpose – The purpose of the paper is to suggest a novel framework of consumer confusion based on the appraisal theories of emotions. Extant theoretical and empirical evidence on confusion continues to be vague on the connection between the emotional dimensions and behavioural consequences. The appraisal theories of emotions can help to expand the field of inquiry which is related to the topic of consumer confusion.

Design/methodology/approach – A concept- centric review of 112 publications on consumer confusion and research on emotions, provides an integrative critical analysis of the nature of confusion and extends the literature. The review demonstrates that past research has advanced our understanding but not sufficiently explained all of the processes implicated in consumer confusion.

Findings – On the above grounds, the paper suggests that although confusion is environmentally driven, it can be seen as a dynamic process implicating two levels of consumer appraisals. Uncertainty/ lack of understanding, goal inconsistency and motivational state form the basis of confusion; agency attribution and coping potential are, however, shaping the development of subsequent emotions and ultimately the expectations on consumer behaviour. Considered as a dynamic process, confusion has coping and behavioural implications. At the most central level the importance of agency (or attribution) and coping potential is highlighted and the way these appraisals lead to different emotions and behaviours is discussed.

Originality/value – The paper advances extant consumer decision-making literature and proposes diverse emotions that are associated with the experience of confusion, behaviours that are expected, along with marketing implications and actions required for each of them.