Is There a Generalized Risky Shift Phenomenon in Consumer Behavior?

Myers James H. , and Reynolds William H. Consumer Behavior and Marketing Management. Boston: Houghton Mifflin, 1967.

Siegel Sidney . Nonparametric Statistics for the Behavioral Sciences. New York: McGraw-Hill, 1965.

Woodside Arch G. “Informal Group Influence on Risk Taking,” Journal of Marketing Research, 9 (May 1972), 223–5.

Woodside Arch G. “Group Influence and Consumer Risk Taking: An Experimental Study,” unpublished doctoral dissertation, The Pennsylvania State University, 1968.