What Criteria Do People Use When Purchasing High-Risk Products?

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Wittkowski, Kristina
dc.contributor.author Galkin, Atso
dc.date.accessioned 2018-08-01T13:52:29Z
dc.date.available 2018-08-01T13:52:29Z
dc.date.issued 2018
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/33035
dc.description.abstract Purpose – The purpose of this paper is to investigate the criteria people use to evaluate high-risk, high-involvement services. The goal is to study high involvement, trust and trustworthiness in the con-text of wedding services. Design – Previous literature on trust and high involvement, as well as service classification schemes is reviewed. The findings from the literature review are contrasted to the findings from two studies con-ducted on Finnish individuals who have, and have not yet, celebrated their wedding. Findings – Results from the studies do go well with the previous literature on high involvement and the role and antecedents of trust and trustworthiness: trust is one of the main drivers of purchases in high-involvement situations, and it can be created by signaling trustworthiness. Implications / limitations – Researchers can more confidently apply the previously suggested frameworks on high involvement and trust, knowing that they work well in yet another context. Man-agers should do their best in trying to create trust in their customers to get them to firstly buy and secondly to recommend the vendor to their peers. The paper’s limitations include small reach and ad hoc approach and focus on one single context. Originality – Even though all of these phenomena have been studied already quite extensively, they have not been studied in the context of special events—especially in this region—that in turn have not gotten too much attention in general, especially related to consumption, and the positive aspects of the events. en
dc.format.extent 35 + 1
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title What Criteria Do People Use When Purchasing High-Risk Products? en
dc.type G1 Kandidaatintyö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword high involvement en
dc.subject.keyword high risk en
dc.subject.keyword purchase en
dc.subject.keyword service en
dc.subject.keyword product en
dc.subject.keyword online en
dc.subject.keyword consumer behavior en
dc.subject.keyword trust en
dc.identifier.urn URN:NBN:fi:aalto-201808014436
dc.type.ontasot Bachelor's thesis en
dc.type.ontasot Kandidaatintyö fi
dc.programme Markkinointi en


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