References

• 1994Research Design: Qualitative, Quantitative, and Mixed Methods Approaches35,275 cited
• 1994Marketing Research: An Applied Orientation7,087 cited
• 1985Problems and Strategies in Services Marketing2,819 cited
• 1971The Theory of Buyer Behavior2,797 cited
• 1998ARE WOMEN MORE RISK AVERSE?1,730 cited
• 1991A Test of Services Marketing Theory: Consumer Information Acquisition Activities1,550 cited
• 1998Handbook of Applied Social Research Methods1,170 cited
• 1984Services Marketing: People, Technology, Strategy1,058 cited
• 1998Gender Differences in the Allocation of Assets in Retirement Savings Plans961 cited
• 1990The Impact of Services versus Goods on Consumers' Assessment of Perceived Risk and Variability811 cited
• 1991Exploring Differences in Males' and Females' Processing Strategies778 cited
• 1999Financial Decision-Making: Are Women Really More Risk Averse?776 cited
• 2005Who Is in Control? The Role of Self‐Perception, Knowledge, and Income in Explaining Consumer Financial Behavior681 cited
• 1991Gender Differences in the Use of Message Cues and Judgments636 cited
• 1993Risk Perception and Reduction in the Purchase of Consumer Services