search query: @author Marmorstein, H. / total: 7
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| Author: | Grewal, D. Gotlieb, J. Marmorstein, H. |
| Title: | The moderating effects of message framing and source credibility on the price-perceived risk relationship |
| Journal: | Journal of Consumer Research
1994 : JUN, VOL. 21:1, p. 145-153 |
| Index terms: | CONSUMER RESEARCH RISK FINANCE |
| Language: | eng |
| Abstract: | One factor that research has identified as a critical determinant of consumers' willingness to buy a new product of brand is the perceived risk assiciated with the purchase. Consequently, a better understanding of the factor s affecting consumers' perceptions of the financial and perfomance risk entailed by the purchase of a new brand is of both theoretical and pragmatic importance. The source creditbility, message framing are examined. |
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