Marketing causes and implications of consumer confusion

Explores the concept of consumer confusion; what causes it, how consumers react to it and how marketers can influence it. The focus proposed differs from previous work by integrating the notions of stimulus overload and stimulus similarity as well as acknowledging conscious and unconscious confusion...

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Bibliographic details
Volume: 8
Main Author: Mitchell, Vincent-Wayne
Papavassiliou, Vassilios
Format: Journal Article
Language: English
Place of publication: Santa Barbara MCB UP Ltd 01.08.1999
Emerald Group Publishing Limited
published in: The journal of product & brand management Vol. 8; no. 4; pp. 319 - 342
Data of publication: 19990801
ISSN: 1061-0421
EISSN: 2054-1643
Discipline: Business
Online Access: Fulltext
Database: Istex
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