Analysis of risk and risk-reduction strategies-A multiple product case

Thomas L. Brown, James W. Gentry

Research output: Contribution to journalArticlepeer-review

8 Scopus citations


This study investigated both the amount of risk that consumers face in a new car purchase situation and the different types of strategies that they use to reduce that risk. The findings revealed that owners of different makes of cars perceive varying amounts of risk to be associated with the purchase of a new car. However, no significant differences in the overall amounts of risk associated with the different purchase situations were found. Also it was found that different strategies for reducing the risk were utilized by the different car ownership groups.

Original languageEnglish (US)
Pages (from-to)148-160
Number of pages13
JournalJournal of the Academy of Marketing Science
Issue number2
StatePublished - Mar 1975
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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