caa a22 4500 467979669 CHVBK 20180323112515.0 cr unu---uuuuu 170328e19901201xx s 000 0 eng 10.1007/BF02729762 doi (NATIONALLICENCE)springer-10.1007/BF02729762 The impact of services versus goods on consumers' assessment of perceived risk and variability [Elektronische Daten] [Keith Murray, John Schlacter] 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. Academy of Marketing Science, 1990 Murray Keith Northeastern University, Boston, USA aut Schlacter John Arizona State University, Arizona, USA aut Journal of the Academy of Marketing Science Springer-Verlag 18/1(1990-12-01), 51-65 0092-0703 18:1<51 1990 18 11747 https://doi.org/10.1007/BF02729762 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF02729762 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Murray Keith Northeastern University, Boston, USA aut NATIONALLICENCE 700 1- Schlacter John Arizona State University, Arizona, USA aut NATIONALLICENCE 773 0- Journal of the Academy of Marketing Science Springer-Verlag 18/1(1990-12-01), 51-65 0092-0703 18:1<51 1990 18 11747 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer