Purpose: Consumer confusion is an often discussed, but seldom investigated, construct central to marketing. This study aims to conceptualize consumer confusion as an intellectual emotion with cognitive and emotional components, and examine it in the context of qualified health claims and...

Purpose: One shift in the retail landscape is the workload transfer from the retailer to the consumer. This study aims to explore consumer perceived effort and the consequences of this workload transfer. Design/methodology/approach: Two scenario-based experiments were conducted. Partial least...