This paper examines the effects of price and brand information on consumer risk in making purchase decisions. The introduction of non‐monetary risk reinvigorates a promising research stream that has investigated the relationship of market cues and buying behavior. Research results strongly...

This paper examines the effects of price and brand information on consumer risk in making purchase decisions. The introduction of non-monetary risk reinvigorates a promising research stream that has investigated the relationship of market cues and buying behavior. The research results strongly...