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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/521

Title: Consumer Involvement in Product Choice: Role of Perceived Risk
Authors: Sridhar, G.
Keywords: Marketing
Consumer Involvement-Product Choice
Issue Date: 1-Dec-2007
Publisher: Decision
Abstract: Perceived risk is considered to be a key antecedent of consumer involvement and has been studied widely in varied contexts. However decomposing the perceived risk and analyzing each dimension of risk and types of risk has been attempted only by a few researchers. This paper attempts to address this issue and presents the findings of a study. The findings indicate that the dimensions of consumer involvement are positively associated with consumer involvement. Among the six types of percieved risk, only financial performance, social and time risks were found to be positively associated with consuemr involvement. The implications for managers are also discussed in the paper.
Description: Decision, Vol.34, No.2, July-December,2007
URI: http://hdl.handle.net/2259/521
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