A Conjoint Investigation of The Relative Importance of Risk Relievers in Direct Marketing

Conjoint Analysis in Consumer Research: Issues and Outlook

Paul E. Green, V. Srinivasan · Journal of Consumer Research · 1978 · 3.2K citations

Business, Marketing, Marketing Management +11

Risk Taking and Information Handling in Consumer Behavior

Donald F. Blankertz, Donald F. Cox · Journal of Marketing Research · 1969 · 1.4K citations

Business, Marketing, Marketing Management +16

Consumer Rankings of Risk Reduction Methods

Ted Roselius · Journal of Marketing · 1971 · 1.1K citations

Business, Marketing, Marketing Management +17

Perceived Risk and Consumer Decision-Making—The Case of Telephone Shopping

Donald F. Cox, Stuart U. Rich · Journal of Marketing Research · 1964 · 784 citations

Business, Marketing, Marketing Management +16

Components of perceived risk in product purchase: A cross-validation.

Leon B. Kaplan, George J. Szybillo, Jacob Jacoby · Journal of Applied Psychology · 1974 · 687 citations

Social Sciences, Marketing, Marketing Management +14