Obfuscation:Bounded Rationality in Consumer Decision Making

Obfuscation refers to behaviors in which firms deliberately complicate product information to make consumers' shopping process sophisticated,difficult,or confusing.Firms take advantage of consumers' bounded rationality,as consumers make more suboptimal choices in obfuscated shopping situation,to raise profit.This article reviewed the latest theories of obfuscation,bounded rationality and consumer decision making with the purpose of providing advisable interdisciplinary research views for obfuscation studies.