Perceived risk, product returns, and optimal resource allocation: Evidence from a field experiment

Journal of Marketing Research

Volumn 52, Issue 2, 2015, Pages 268-285

  Petersen, J Andrew ^a   Kumar, V ^b,c  

^a UNIVERSITY OF NORTH CAROLINA   (United States)

^b Center for Excellence in Brand and Customer Management   (United States)

^c GEORGIA STATE UNIVERSITY   (United States)

Author keywords

Customer lifetime value; Customer perceived risk; Field experiment; Optimal resource allocation; Product returns

Indexed keywords

EID: 84930511150     PISSN: 00222437     EISSN: 15477193     Source Type: Journal    
DOI: 10.1509/jmr.14.0174     Document Type: Article

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