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eski ürün arasındaki fark algısı düşük olduğunda, söz konusu ürünükullanmak konusunda isteklilik davranışı göstermektedir. Öte yandankadın denekler, yeni ve eski ürün arasındaki niteliksel farklılık algısıbüyük olduğunda söz konusu ürünü sınamak konusunda isteklilikgöstermektedirKaynaklarAruna, P., & Ram, A.L. (1978) “Script evaluation as a function ofcategory width (c-w) and risk taking behaviour,” Psycho-Lingua, Jul., Vol. 8(2), pp.101-108.Bauer, R. S. (1960) "Consumer Behavior as Risk-Taking" in R. S.Hancock ed. Dynamic Marketing for a Changing World,Proceedings of the 43rd National Conference of the AmericanMarketing Association, pp. 389-398._______. (1961) "Risk Handling in Drug Adoption: The Role ofCompany Preference", The Public Opinion Quarterly, 25, pp.546-559.Bruner, J. S., Goodnow, J. J., & Austin, G. A. (1956) A Study ofThinking, John Wiley and Sons, Inc., New York, pp. 28.Bruner, J. S., & Tajfel, H. (1959)"Cognitive Risk and EnvironmentalChange", Journal of Abnormal and Social Psychology, 62, pp.231-241.Cox, D. F., & Rich, S. (1964)"Perceived Risk and ConsumerDecision-Making", Journal of Marketing Research, pp. 32-39.Donnelly, J.H., Etzel, M.J. (1973) “Degrees of product newness andearly trial,” Journal of Marketing Research, Aug., Vol. 10(3),pp.295-300.Donnelly, J.H., Etzel, M.J., & Roeth, S. (1973) “The relationshipbetween consumer’s category width and trial of new products,”Journal of Applied Psychology, Jun., Vol. 57(3), pp. 335-338.Duncan, C.P. (1990). “Consumer Market Belifs: A Review of theLiterature and an Agenda for Future Research,” Marvin E.Goldberg, Gerald Gorn, ve Richard W. Pollay (Eds.) Advancesin Consumer Research: Volume 17, Association for ConsumerResearch, Provo, UT.Hermann, C. (1955)"Will Customers Take a Chance?", BusinessWeek, pp. 82-92.287