Retail Shopper Confusion: An Explanation of Avoidance Behavior at the Point-of-Sale

To introduce the new construct of retail shopper confusion (RSC), the authors demonstrate, in three studies, that: (1) properties of the environment, including variety, novelty, complexity, and conflict between ambient and design factors, cause RSC; (2) RSC can be measured by accompanying feelings; and (3) RSC leads to avoidance behavior.