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
Recommended Citation
LaTour, M. S.,
Henthorne, T. L.
(1987). Informal Interpersonal Influence on Purchasing Agents' Perceived Risk. Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference, 371-375.
Available at: https://aquila.usm.edu/fac_pubs/21386
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