Measuring Perceived Pre-Purchase Risk for a New Industrial Product

[en] This paper proposes a method to investigate how different groups of individuals influencing the adoption of a new industrial product differ in their assessment of (1) the likelihood of undesirable consequences and (2) the perceived intensity of these consequences at the individual and the organizational level.

Disciplines :

Marketing

Author, co-author :

Choffray, Jean-Marie ; Université de Liège - ULiège > HEC-Ecole de gestion : UER > UER Opérations : Informatique décisionnelle

Johnston, Paul E.

Language :

English

Title :

Measuring Perceived Pre-Purchase Risk for a New Industrial Product

Publication date :

1979

Journal title :

Industrial Marketing Management

ISSN :

0019-8501

eISSN :

1873-2062

Publisher :

Elsevier Science, New York, United States - New York

Volume :

Pages :

333-340

Peer reviewed :

Peer Reviewed verified by ORBi

Available on ORBi :

since 17 December 2014

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Bibliography

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