Informal Interpersonal Influence on Purchasing Agents' Perceived Risk

Document Type

Conference Proceeding

Publication Date

1-1-1987

School

Marketing

Abstract

Informal, interpersonal influence was found to have a significant influence on purchasing agents’ perceived risk. This impact was found to exist over the categories of perceived performance, social, and economic risk. “Influencers” were found to exist both within and without the purchasing agent’s organization. The primary implication of the results is a broadened view of the scope of perceived risk influence as it affects the industrial buyer.

Publication Title

Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference

First Page

371

Last Page

375

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