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The Role of Product Cues in Assessing Risk in Second‐hand Markets

The Role of Product Cues in Assessing Risk in Second‐hand Markets In assessing the consumer′s response to risk two main risk reduction strategies have been identified, those of information search and the reliance on product cues. The role of product cues in providing information in second‐hand markets is assessed. A reconceptualisation of the existing intrinsic/extrinsic model of product cues, based upon a new visible/ verifiable dimension, is offered. This model is then applied to the second‐hand car market in order to explain the relationship(s) identified and point to the role of the seller in intervening in the predictive capacity of product cues. This framework highlights a number of complex relationships which may prove of use to marketers in assessing the role of certain product attributes in risk reduction. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

The Role of Product Cues in Assessing Risk in Second‐hand Markets

Mark Gabbott
European Journal of Marketing , Volume 25 (9): 13 – Sep 1, 1991
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Publisher
Emerald Publishing
Copyright
Copyright © 1991 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000000623
Publisher site
See Article on Publisher Site

Abstract

In assessing the consumer′s response to risk two main risk reduction strategies have been identified, those of information search and the reliance on product cues. The role of product cues in providing information in second‐hand markets is assessed. A reconceptualisation of the existing intrinsic/extrinsic model of product cues, based upon a new visible/ verifiable dimension, is offered. This model is then applied to the second‐hand car market in order to explain the relationship(s) identified and point to the role of the seller in intervening in the predictive capacity of product cues. This framework highlights a number of complex relationships which may prove of use to marketers in assessing the role of certain product attributes in risk reduction.

Journal

European Journal of Marketing – Emerald Publishing

Published: Sep 1, 1991

Keywords: Relationship marketing; Risk management; Consumer behaviour; Motor industry

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