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| Topic: |
Technology
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| Number of pages / Number of words: |
8 / 2160 |
Essay's paper body
In accordance with this, a consumer who does not care what ring tone they have, will not perceive having a default ring tone as a risk. Similarly, it is assumed that uncertainty or "confidence" is largely determined by perceptions of risk, which are determined by the certainty of outcome associated with that product (Shostack, 1977)...
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Similarly, it is assumed that uncertainty or "confidence" is largely determined by perceptions of risk, which are determined by the certainty of outcome associated with that product (Shostack, 1977).
Research method
Based upon the success of previous research (Harrison, 1997) and following Shostack's (1977) recommendation of understanding consumers' evaluation processes by standing "in the shoes of consumers", it was decided to use 1:1 in-depth interviews with consumers...
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General points of the essay
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