search query: @author Mitchell, V. / total: 11
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| Author: | Mitchell, V. McGoldrick, M. |
| Title: | Consumers' risk-reduction strategies: a review and synthesis |
| Journal: | International Review of Retail, Distribution and Consumer Research
1996 : JAN, VOL. 6:1, p. 1-33 |
| Index terms: | RISK BRAND CHOICE CONSUMER CHOICE |
| Language: | eng |
| Abstract: | The concept of perceived risk is fundamental to the understanding of consumer choice behaviour, be that the choice between products, brands, stores or non-store alternatives. Previous reviews of perceived risk have given little attention to the issue of risk-reduction. This is especially surprising, given the importance of these strategies within the brand or store choice process. This paper identifies thirty-seven risk-reduction strategies (RRS), based upon a review of over one hundred articles; evidence is presented for eighteen of the most commonly used strategies. |
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