Effects of Word of Mouth Advertising on Consumer Risk Taking
Journal of AdvertisingPublished 1 December 1976
Arch G. Woodside, M. Wayne DeLozier
Citations77
SJR quartileQ1
SJR score4.46
SNIP2.89
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Abstract
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.
Keywords
Business, Management and Accounting
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