Héctor Hugo Mora Franco

PHYSICAL ENVIRONMENTAL STIMULI AS TRUST PRECONDITIONS, AFFECTIVE MEDIATION, AND UNPLANNED BUYING BEHAVIOR IN SHOPPING MALLS: EVIDENCE FROM A CROSS-BORDER EMERGING MARKET

Unplanned purchasing in brick-and-mortar retail has received sustained theoretical attention under the Stimulus-Organism-Response (S-O-R) framework, yet the vast majority of empirical work concentrates on digital, e-commerce, and livestreaming environments in high-income economie...