Perceived Risk in Buying Products Made Abroad by American Firms

Bauer Raymond A. , “Consumer Behavior as Risk Taking,” in Robert S. Hancock, ed., “Dynamic Marketing for a Changing World,” Proceedings of the 43rd National Conference of the American Marketing Association (1960), pp 389–398.

Spence Homer E. , Engel James F. , and Blackwell Roger D. , Perceived Risk in Mail Order and Retail Store Buying,” Journal of Marketing Research, 7 (August 1970), pp. 364–369.