... would benefit in emphasizing educating, as well as selling, to the public (West, 2005). Lea Prevel Katsanis can be contacted at: lkats@jmsb.concordia.ca © Emerald Group Publishing Limited 2007 Advertising Consumer behaviour Perception Drugs Risk analysis Brands In response...

..., and investigating their impacts on new product adoption. © Emerald Group Publishing Limited 2006 Risk analysis Innovation An executive summary for managers and executive readers can be found at the end of this article. Consumer innovativeness [1] has been a major thrust in the diffusion...