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Title: Consumers' Risk Reduction Strategies
Authors: Tarı Kasnakoğlu, Berna
Keywords: Risk
Risk Types
Risk Reduction Strategies
Issue Date: 2013
Publisher: Bilgesel Yayincilik San & Tic Ltd
Abstract: The aim of this study is to examine the relationship between risk type, categorical involvement, and risk reduction strategies within a comprehensive framework. The study is composed of two stages. Final results, obtained from questionnaire data, reveal that categorically involved consumers engage in more personal risk reduction strategies, usually at the point of sale, and become more loyal consumers. It is also discussed that psychological and social risk types are the ones which consumers feel a greater pressure to decrease the perceived risk, and that different risk types necessitate different risk reduction strategies. It is concluded that this study might contribute to the existing literature on the grounds that it brings different constructs together in the same framework; investigate the effects of categorical involvement; and provide important solutions to marketing managers regarding risk reduction strategies for different risk types.
ISSN: 1300-610X
Appears in Collections:İşletme Bölümü / Department of Management
WoS İndeksli Yayınlar Koleksiyonu / WoS Indexed Publications Collection

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