论文信息 - Effects of Word of Mouth Advertising on Consumer Risk Taking

Effects of Word of Mouth Advertising on Consumer Risk Taking

Abstract The role of word of mouth advertising on modifying consumers' willingness to make risky product choices is analyzed. The authors present an information and perceived risk processing model of word of mouth advertising's influence on consumer behavior. Implications for advertising management are suggested.

Arch G. Woodside | M. Wayne DeLozier | A. Woodside | M. W. DeLozier

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