The Role of Consumer Product Warranties and Other Extrinsic Cues in Reducing Perceived Risk

Autor:	Craig A. Kelley
Rok vydání:	2015
Předmět:	Risk perception Financial risk Warranty Consumer research Business Certification Product (category theory) Marketing Consumer behaviour Brand loyalty
Zdroj:	Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference ISBN: 9783319170510
DOI:	10.1007/978-3-319-17052-7_66
Popis:	Recent attempts to demonstrate consumer product warranties reduce perceived risk have yielded mix results. The present paper extends previous research by investigating the effectiveness of warranties and other selected extrinsic cues as reducers of perceived performance and financial risk. The results indicated that a full warranty and favorable store image did reduce these components of risk but price and private test certification did not.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::ddcde5684f46b07b9cadced4ab5ee406 https://doi.org/10.1007/978-3-319-17052-7_66 Zobrazit plný text záznamu