Marketing tools, in addition to their role in persuasion and serving as a bridge between production and consumers, reduce pre-purchase risks. This role has received less attention in the literature. This study highlights marketing's role in reducing consumers' purchasing risk. We present our...

Marketing tools, in addition to their role in persuasion and serving as a bridge between production and consumers, reduce prepurchase risks. This role has received less attention in the literature. This review highlights marketing's role in reducing consumers’ purchasing risk. We present our...