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Perceptions of Risk and Source Credibility

Un libro in lingua di Sajid Khan edito da Palgrave Macmillan, 2013

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This experimental study focuses on perceptions of risk and source credibility using real home shoppers. Taking a consumer behaviour perspective, various dimensions and behaviours of both perceived risk and source credibility are examined using the contexts of catalogue and TV shopping in the UK. The study evaluates credible versus non credible sources of information relevant to marketing of specific products. It expands on why certain new relationships may provide managers and academic researchers with better advantage towards understanding consumers than using other psychological constructs of marketing.

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