The diagnostic role of signals in the co
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Dipayan Biswas; Abhijit Biswas
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Article
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2004
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John Wiley and Sons
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English
⚖ 167 KB
Four experimental studies examine the differential effects of three signals—retailer reputation, perceived advertising expenses, and warranties—on consumer risk perceptions, across two (online and in-store) shopping conditions. The results of three studies suggest that for products with high non-dig