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Keywords: Pricing
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Journal Articles
Perceived Value: A Dimension of the Consumer Risk Construct
Available to Purchase
Journal:
American Journal of Business
Mid-American Journal of Business (1996) 11 (1): 15–22.
Published: 22 April 1996
...William B. Dodds This paper examines the effects of price and brand information on consumer risk in making purchase decisions. The introduction of non‐monetary risk reinvigorates a promising research stream that has investigated the relationship of market cues and buying behavior. Research results...
