| Tekijä: | Chaudhuri, A. |
| Otsikko: | Consumption Emotion and Perceived Risk: A Macro-Analytic Approach |
| Lehti: | Journal of Business Research
1997 : JUN, Vol. 39:2, p. 81-92 |
| Asiasana: | CONSUMER BEHAVIOUR RISK CONSUMPTION |
| Kieli: | eng |
| Tiivistelmä: | How is emotion in the consumption experience linked to perceived risk? The author postulates that negative emotions are positively related to perceived risk and positive emotions are negatively related. The results of two macro-analytic studies are reported in this regard. Previous investigations have used individual consumers as the units of observation and have therefore limited the generalizability of their results to a few products at best. |
SCIMA