By integrating elements of both marketing and finance, we show how risk influences channel contract behavior. We model … risk behavior as the interaction between risk attitude and risk perception (IRAP). An analysis of the joint channel … decisions of 208 producers, wholesalers, and processors provides three results. First, risk attitudes significantly vary across …

By integrating elements of both marketing and finance, we show how risk influences channel contract behavior. We model … risk behavior as the interaction between risk attitude and risk perception (IRAP). An analysis of the joint channel … decisions of 208 producers, wholesalers, and processors provides three clear results. First, risk attitudes significantly vary …