Developing and Testing a Contingency Paradigm of Group Choice in Organizational Buying
- 1 November 1991
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 28 (4) , 452
- https://doi.org/10.2307/3172785
Abstract
The authors develop a contingency paradigm involving two situational factors (the nature of the buying task and the degree of perceived risk) to explain the pre...Keywords
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