๐”– Bobbio Scriptorium
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DIFFUSION: THE SOURCE OF CONFUSION?

โœ Scribed by Warren W. Wood

Book ID
111350319
Publisher
John Wiley and Sons
Year
1996
Tongue
English
Weight
84 KB
Volume
34
Category
Article
ISSN
0017-467X

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## Abstract Legal and consumer psychology scholars have focused recent attention on source confusion, which is the likelihood that consumers will be confused regarding the company that is a product's source or sponsor. The authors evaluate two potential antecedents of source confusion: (1) consumer