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Behavioral Changes in the Trial of New Products
Robert W. Shoemaker and F. Robert Shoaf
Journal of Consumer Research
Vol. 2, No. 2 (Sep., 1975), pp. 104-109
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2488751
Page Count: 6
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The theory of perceived risk suggests that consumers can reduce the consequences of trying a new brand by buying a smaller quantity on the trial purchase than is normally bought. This study, based on longitudinal analysis of 1,480 individual new brand buyers, found that initial purchase quantities were smaller, as predicted.
Journal of Consumer Research © 1975 Oxford University Press