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| Author: | Mitchell, V. Boustani, P. |
| Title: | A preliminary investigation into pre- and post-purchase risk perception and reduction |
| Journal: | European Journal of Marketing
1994 : VOL. 28:1, p. 56-71 |
| Index terms: | CONSUMER BEHAVIOUR CONSUMER BEHAVIOUR DECISION MAKING |
| Language: | eng |
| Abstract: | Since 1960, perceived risk has been of interest to marketing academics. Their interest in the consumer decision-making process considerably predates this, but interest in how risk varies during the process has not been so prevalent and many studies have assumed that perceived risk remains constant throughout the buying process. Tests this assumption in a study of 180 breakfast cereal shoppers , half of whom were interviewed prior to purchase and half immediately after. |
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