Customers are increasingly faced with the dilemma of choice: the variety of assortments is growing, trade services are becoming more complex and interchangeable. As a result, buyers feel confused and overwhelmed; "Consumer Confusion" is spreading. To cope with the diversity, they postpone purchases or completely ignore certain services. In the worst case, they refuse to consume. What can manufacturers and retailers do when buyers go on strike and sales plummet? The authors, Prof. Dr. Thomas Rudolph and Dr. Markus Schweizer from the Gottlieb Duttweiler Chair for International Trade Management at the University of St. Gallen, describe through numerous case studies what Consumer Confusion is and what triggers it, how providers can identify the central causes of confusion within their companies, and how manufacturers and retailers can assist their businesses and products.