search query: @author Wiedmann, K.-P. / total: 5
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Author: | Wiedmann, K.-P. Walsh, G. Klee, A. |
Title: | Konsumentenverwirrtheit: Konstrukt und marketingpolitische Implikationen |
Journal: | Marketing: Zeitschrift für Forschung und Praxis
2001 : VOL. 23:2, p. 83-99 |
Index terms: | Consumer behaviour Decision making |
Language: | ger |
Abstract: | The authors propose a theoretical framework for understanding the factors that lead to and determine the degree of confusion. Three distinct approaches are drawn together: 1. perceived stimulus similarity, 2. perceived stimulus overload and 3. perceived stimulus unclarity. |
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