search query: @author Stone, R. / total: 9
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| Author: | Stone, R. Mason, B. |
| Title: | Attitude and risk: exploring the relationship |
| Journal: | Psychology & Marketing
1995 : MAR, VOL. 12:2, p. 135-154 |
| Index terms: | RISK ATTITUDES MARKETING |
| Language: | eng |
| Abstract: | The attitude and risk constructs each enjoy prominence in marketing research. Attitude is conceptualized and widely accepted as a construct predicated on beliefs. Risk shares the same conceptual underpinning, for risk is predicated on expectations, itself a belief-based concept. The idea of two constructs predicated on beliefs presents a possible conceptual overlap between the two constructs depending upon the nature of these beliefs. No research, however, has investigated the two constructs in such a beliefs similarity context. |
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