This study investigates differences in risk perception between buying by mail and buying from a store and/or salesman. For 20 products studied, consumers perceived more risk in the mail-order situation than in the store/salesman situation. The relationship between perceived risk and selected socioeconomic variables is examined. Implications for further research are explored.

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Little attention has been paid to ethical and social questions concerning the use of fear appeals in marketing. This article highlights some critical aspects of this controversial issue and suggests areas where research is needed.

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