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The impact of firms' risk-taking attitudes on advertising budgets · Study

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ArticleThe impact of firms' risk-taking attitudes on advertising budgets

Don Y. Lee1994

Article1994

The impact of firms' risk-taking attitudes on advertising budgets

19 citations·0/0 files stored·Journal of Business Research

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Marketing and Advertising Strategies Decision-Making and Behavioral Economics Consumer Market Behavior and Pricing

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1979Prospect Theory: An Analysis of Decision under Risk 1988Prospect theory: An analysis of decision under risk 1984Content Analysis: An Introduction to its Methodology.2019Content Analysis: An Introduction to Its Methodology 1964A Behavioral Theory of the Firm 1984Choices, values, and frames.1971Industrial Market Structure and Economic Performance.

Cited by

2014Corporate risk-taking: Exploring the effects of government affiliation and executives' incentives 1998Segmenting purchasers of organisational professional services: a risk‐based approach 2017Relational communication and illusionary loyalty: Moderating role of self-construal 2006What’s changed? Does beer advertising affect consumption in the United States?

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1997The Impact of Poor Performance on Risk‐Taking Attitudes: A Longitudinal Study with a PLS Causal Modeling Approacharticle · 20 shared references 2007Strategic responsiveness and Bowman's risk–return paradoxarticle · 10 shared references 2008The Cambridge Handbook of Psychology and Economic Behaviourbook · 10 shared references 2011Prospect Theory and Risk-Seeking Behavior by Troubled Firmsarticle · 10 shared references 1997Antecedents of Risk-Taking Behavior by Advertisers: Empirical Evidence and Management Implicationsarticle · 10 shared references 2003Organizational learning from performance feedback a behavioral perspective on innovation and changearticle · 9 shared references

Details

Year1994

Typearticle

Published1994-10-01

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations19

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1016/0148-2963(94)90088-4

openalex_workW2028512083

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