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Risk (Financial)

RISRisk (Financial)
5 items 2006 α .89 Free Biswas, A. S., & Pullig, C.

What it measures

A multiple-item likert scale designed to measure the degree to which a person is certain that the price stated in an advertisement for a product at a certain store is the lowest available.

Citation

Biswas, Abhijit, Sujay Dutta, and Chris Pullig (2006), “Low Price Guarantees as Signals of Lowest Price: The Moderating Role of Perceived Price Dispersion,” Journal of Retailing, 82 (3), 245-257.

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