August 1988
Journal of Personal Selling & Sales Management;Aug88, Vol. 8 Issue 2, p62
Academic Journal
The article focuses on the paper "A Naturalistic Inquiry into Buyer and Seller Behavior at a Swap Meet," W. Belk Russell, John F. Sherry Jr. and Melanie Wallendorf, published in the "Journal of Consumer Research." This paper examines the amount of perceived personal risk faced by various demographic groups of purchasing executives. The findings indicate that the stress and anxiety caused by perceived personal risk are somewhat universally experienced by purchasing executives in the modified rebuy. In organizational buying, perceived risk has two aspects: personal risk and corporate risk and this article focuses on personal risk.


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