Abstract
Recent attempts to demonstrate consumer product warranties reduce perceived risk have yielded mix results. The present paper extends previous research by investigating the effectiveness of warranties and other selected extrinsic cues as reducers of perceived performance and financial risk. The results indicated that a full warranty and favorable store image did reduce these components of risk but price and private test certification did not.
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Kelley, C.A. (2015). The Role of Consumer Product Warranties and Other Extrinsic Cues in Reducing Perceived Risk. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_66
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DOI: https://doi.org/10.1007/978-3-319-17052-7_66
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