Risk perception as a determinant of in-home consumption |
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| Authors: | Leon G Schiffman PhD Stephanie Schus MBA Leon Winer PhD |
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| Institution: | (1) Baruch College/CUNY, New York, USA;(2) Columbia-Minerva Corp., N.Y.C., New York, USA;(3) Pace University, New York, USA |
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| Abstract: | Groups of consumers who were exposed to equal opportunities to purchase from a catalog but exhibited contrasting purchase
behaviors were compared in terms of their risk perception. The findings substantiate the importance of perceived risk and
inclusive vs. exclusive perceived error tolerance strategies as factors influencing in-home consumption behavior. |
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