Does consumer confusion lead to purchase decision delay among customers experiencing pre-purchase cognitive dissonance?

Purpose The main objective of this study is to determine the relationship between customer confusion and pre-purchase cognitive dissonance, as well as how it affects decision postponement. Design/methodology/approach This study uses a quantitative research method and a structured questionnaire to collect data. The researcher collected 220 samples from cosmetics users. Subsequently, Amos-SEM, PROCESS macro mediation analysis, and independent t-test were done. Findings The findings suggest that consumer confusion-proneness leads to pre-purchase cognitive dissonance. Additionally, it has an underlying effect on decision postponement. Furthermore, cognitive dissonance frequently influences consumer decision-making and mediates between confusion and decision postponement. Originality/value Consumer confusion studies offer valuable insights to both marketers and consumers, facilitating a better understanding of the factors that contribute to confusion and strategies for addressing it.