Sharma, Anuradha; Singh, Jagwinder; Prakash, Gyan - In: Journal of service theory and practice 33 (2023) 4, pp. 488-510
. Findings The results reveal the existence of the ineffective marketplace stimulus as an antecedent of consumer confusion … consumer confusion in view of the extended SOR model to encapsulate the role of human consciousness. Originality/value This … study is among the first extensive studies to examine consumer confusion in the context of the modified SOR model that …