search query: @author Akaah, I. P. / total: 4
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| Author: | Akaah, I. P. Korgaonkar, P. K. |
| Title: | A conjoint investigation of the relative importance of risk relievers in direct marketing. |
| Journal: | Journal of Advertising Research
1988 : AUG-SEP, VOL. 28:4, p. 38-44 |
| Index terms: | DIRECT SELLING CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | The relative influence of direct marketing features on consumers' perceptions was examined. Eight risk relievers were selected on the basis of the literature review and unstructured interviews with consumers. The results indicated that direct marketers can enhance the effectiveness of their marketing efforts by offering money-back guarantees.The study shows the relevance of conjoint analysis as a practical tool for modeling consumers' preferences for risk relievers in direct marketing. |
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