Laroche, Michel; Bergeron, Jasmin; Goutaland, Christine - In: Journal of Services Marketing 17 (2003) 2, pp. 122-140
The marketing literature suggests that product intangibility is positively associated with perceived risk and the … intangibility construct encompasses three dimensions: physical intangibility, mental intangibility, and generality. The purpose of … this research is to test which dimension of the intangibility construct is the most correlated with perceived risk. A …