Journal of the Academy of Marketing Science

, Volume 18, Issue 1, pp 51–65 | Cite as

The impact of services versus goods on consumers’ assessment of perceived risk and variability

  • Keith B. Murray
  • John L. Schlacter
Article

Abstract

With the development of service marketing concepts comes the need to test theory against consumer behavior. This study examines differences in perceived risk and variability between services and goods. In a controlled experiment whereby product stimuli were objectively placed along a goods-services continuum, data from consumers was collected focusing on six types of perceived risk and product variability. The findings of the study provide evidence that services evoke heightened risk and product variability perceptions.

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Copyright information

© Academy of Marketing Science 1990

Authors and Affiliations

  • Keith B. Murray
    • 1
  • John L. Schlacter
    • 2
  1. 1.Northeastern UniversityBostonUSA
  2. 2.Arizona State UniversityUSA

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