Abstract
Some consumers are overwhelmed when buying certain complicated products such as computers, mobile phones, or automobiles. Product complexity is likely to play a role in such a complex buying situation. Until now, research regarding product complexity has been scarce and fragmented. For example, no common definition of product complexity exists, as the different definitions presented by various authors reveal. We conducted a literature review to defragment the prior research on product complexity, synthesized a definition, and discussed prior measurement approaches and the role of product complexity in the consumer buying process. Thus, we provide the fundamentals for more detailed research on product complexity in the future and derive some implications for marketing practice.
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