Abstract
When a buyer perceives risk in a purchase he can pursue different strategies of risk resolution. This article presents research findings which indicate that consumers have preferences for different methods of risk reduction associated with various types of loss.
Keywords
Reduction (mathematics)BusinessRisk analysis (engineering)MarketingResolution (logic)Actuarial scienceComputer scienceMathematicsArtificial intelligence
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Publication Info
- Year
- 1971
- Type
- article
- Volume
- 35
- Issue
- 1
- Pages
- 56-56
- Citations
- 1115
- Access
- Closed
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Cite This
Ted Roselius
(1971).
Consumer Rankings of Risk Reduction Methods.
Journal of Marketing
, 35
(1)
, 56-56.
https://doi.org/10.2307/1250565
Identifiers
- DOI
- 10.2307/1250565