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Consumer Rankings of Risk Reduction Methods
Journal of Marketing
Vol. 35, No. 1 (Jan., 1971), pp. 56-61
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250565
Page Count: 6
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When a buyer perceives risk in a purchase he can pursue different strategies of risk resolution. This article presents research findings which indicate that consumers have preferences for different methods of risk reduction associated with various types of loss.
Journal of Marketing © 1971 American Marketing Association