... between perceptions of in-store marketing and purchase decisions. The study applies the stimulus–organism–response theory to explain marketing influences on frozen food purchases. Design/methodology/approach Data from 321 respondents were collected using an online survey questionnaire from Indian...

... among the factors through a conceptual model using the stimulus-organism-response (SOR) paradigm. Research limitations/implications This study adds to the art infusion literature by synthesizing extant studies and presenting a comprehensive overview of the subject, thereby motivating its prorogation...