Consumer Rankings of Risk Reduction Methods

Open Access

1 January 1971

journal article
research article
Published by SAGE Publications in Journal of Marketing

Vol. 35 (1) , 56-61
https://doi.org/10.1177/002224297103500110

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

RESEARCH FINDINGS
ARTICLE PRESENTS
DIFFERENT STRATEGIES
RISK RESOLUTION
DIFFERENT METHODS
PURSUE DIFFERENT
RISK REDUCTION METHODS
PRESENTS RESEARCH
BUYER PERCEIVES

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