Canonical Analysis of Relations between Socioeconomic Risk and Personal Influence in Purchase Decisions
Open Access
- 1 August 1969
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 6 (3), 351-354
- https://doi.org/10.1177/002224376900600311
Abstract
The socioeconomic evaluation of products by consumers generates information search. This article reports a study that investigates the relationship between the importance of personal influence as an information source and degree of risk in 25 purchase decisions.Keywords
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