Effects of Word of Mouth Advertising on Consumer Risk Taking

Autor:	Arch G. Woodside, M. Wayne DeLozier
Rok vydání:	1976
Předmět:	Marketing Risk perception Communication Word of mouth ComputerApplications_COMPUTERSINOTHERSYSTEMS Advertising Business Product (category theory) Business and International Management Risk taking GeneralLiterature_MISCELLANEOUS Consumer behaviour
Zdroj:	Journal of Advertising. 5:12-19
ISSN:	1557-7805 0091-3367
DOI:	10.1080/00913367.1976.10672658
Popis:	The role of word of mouth advertising on modifying consumers' willingness to make risky product choices is analyzed. The authors present an information and perceived risk processing model of word of mouth advertising's influence on consumer behavior. Implications for advertising management are suggested.
Databáze:	OpenAIRE
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