In the context of expiration date labels, similarity or overload of information is not involved. Instead, our findings clearly show that participants experienced confusion because of the unclear and complex information they encountered while checking expiration date labels. Unclear stimuli can cause partial miscomprehension (Jacoby and Hoyer, 1989) whereby consumers who draw more than one logical meaning of the date, realize this, and yet cannot discern which meaning is correct. According to participants, not being able to anticipate the type of label to look for adds to the confusion, inconvenience, time, and effort it takes for consumers to find the expiration date. These feelings of frustration associated with expiration date labels being difficult to find and read exacerbate the unclarity confusion experienced by them. For example, one participant expresses her frustration with a label format causing unclarity confusion.