Schweizer, MarkusMarkusSchweizerKotouc, Alexander J.Alexander J.KotoucWagner, TillmannTillmannWagner2023-04-132023-04-132006https://www.alexandria.unisg.ch/handle/20.500.14171/84008The article focuses on consumer confusion related to the wide array of choices in modern society among diverse name brand products. The article focuses on research into how consumers make choices among competing brands and different types of products and services. While some business leaders and economists have termed the large number of choices "consumer democracy," others have identified the problem of "consumer confusion." The article presents research into both the number of choices consumers face and their emotional reactions to having to make a choice.enjournal article