An Investigation of Factors Contributing to Consumer Brand Confusion

Abstract

The courts regularly address the question of whether an imitating mark or product is likely to confuse consumers and thus harm the owner of the mark. Consumers, however, can also be harmed by brand confusion. The results of this study reveal whether individual characteristics might predispose consumers to confusion and why some consumers appear more likely to become confused than others. A better understanding of why they may become confused can help both firms and overseer bodies, like the FTC, formulate more focused policies to help prevent this harm.