Risk Marketing

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Boutang, Jérôme; De Lara, Michel;
  • Publisher: HAL CCSD
  • Subject: questionnaire | perceptual map | framing | promise | perception | [SHS.GESTION]Humanities and Social Sciences/Business administration | positioning | bias | [SHS.PSY]Humanities and Social Sciences/Psychology | risk | JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M31 - Marketing | communication | attitude

In a modern world increasingly perceived as uncertain, the mere purchase of a household cleaning product, or a seemingly harmless bottle of milk, conveys interrogations about potential hazards, from environmental to health impacts. The main purpose of this article is to... View more
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