Figure 1
On the left side, a vertical rectangular container encloses three stacked ovals labeled “Similarity confusion” at the top, “Overload confusion” in the middle, and “Ambiguity confusion” at the bottom. From each of these three ovals, a right-pointing arrow converges toward a single oval positioned at the center labeled “Pre-purchase cognitive dissonance”. From this central oval, a right-pointing arrow leads to a final oval on the far right labeled “Decision postponement”.Conceptual model