Footnote:
In: Journal of Public Policy & Marketing, Vol. 23, No. 1, pp. 2-6, 2004
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments 2004 erstellt
Description:
Somehow, consumer research has forgotten about risk. Much research has focused on frequently purchased packaged goods, and so it might be understandable that the concept of risk has lingered in the shadows. Although risk is involved in the purchase of packaged goods, it is minor compared with that in other domains of much greater economic consequence. This special issue will not remedy this neglect, but I want to introduce briefly some of the relevant literature in the hopes that some people will be inspired by the fine set of articles contained herein and that a few guideposts will be helpful starting points. I provide a brief sketch, focusing on pointers to more complete introductions, and draw illustrations from the domain of insurance decisions