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An Exploratory Study on Catalog Affiliation as a Risk Reducer Signal

Author(s): Joseph M. Jones

Citation: Joseph M. Jones, (2011) "An Exploratory Study on Catalog Affiliation as a Risk Reducer Signal," Journal of Management Policy and Practice, Vol. 12, Iss. 2, pp.84 - 96

Article Type: Research paper

Publisher: North American Business Press


The author presents findings from an exploratory study that provides insight on the effects of print- and
online-catalogs on perceived risk and the role of catalog affiliation as a risk reducer signal. Key findings
indicate an interaction effect and show that shoppers using online catalogs, as compared to those using
print catalogs, rely more on catalog affiliation. Although affiliation serves as risk reducer in both printand
online-catalog shopping, it is stronger online because shoppers have fewer other cues. In this
environment, catalogers should consider increasing investments in research to spot other signals and in
advertising to boost awareness.