Consumer Confusion Proneness — Ambiguity
Consumer Confusion Proneness — Ambiguity — The ambiguity facet of consumer confusion proneness reflecting difficulty in interpreting ambiguous or misleading product claims and advertising messages.
What it measures
The ambiguity facet of consumer confusion proneness reflecting difficulty in interpreting ambiguous or misleading product claims and advertising messages.
Scale items
The item wording is under the publisher's copyright, so we do not reproduce it here. You can find the full items in the original article (see the DOI below). In Explonia, signed-in users get this scale complete in the built-in library and can add it to their own study — no need to find the items yourself. For use in your own research; please cite the original source.
Source and citation
Walsh, G., Hennig-Thurau, T., Mitchell, V.-W. (2007). Consumer confusion proneness: scale development, validation, and application. Journal of Marketing Management. https://doi.org/10.1362/026725707x230009
Reference table
| Property | Detail |
|---|---|
| Construct | Consumer Confusion Proneness — Ambiguity |
| Number of items | 3 |
| Response format | Likert-like |
| Journal | Journal of Marketing Management (2007) |
| DOI | 10.1362/026725707x230009 |
How to cite this page
If this page helped your research, you can cite it (APA 7):
Szymkowiak, A. (2026). Consumer Confusion Proneness — Ambiguity — validated scale (2007). Explonia. https://explonia.com/scales/consumer-confusion-proneness-ambiguity/
Last updated: August 2026
Run your whole study in one place
Build it, collect it, and get publication-grade analysis with a draft APA paragraph you can edit. Free to start. No credit card.
Start free