What is a common consumer reaction to advertising that lacks consistency?

When advertisements lack consistency, consumers often experience confusion about the brand. Consistency in messaging, visuals, and overall brand identity is crucial for effective advertising. When a brand presents mixed messages or changes its core elements frequently, it can leave consumers unclear about what the brand stands for, its values, or even the product itself. This confusion can lead to doubts about the brand's credibility and reliability, making it harder for consumers to form a clear, positive opinion.

In contrast, effective advertising hinges on delivering a coherent message that reinforces the brand's identity. This consistency helps build familiarity and trust, as consumers can easily understand what to expect from a brand and feel more confident in their purchasing decisions. Therefore, the lack of consistent advertising leads to confusion, rather than increased trust, heightened engagement, or stronger loyalty.