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Channel Contract Behavior: The Role of Risk Attitudes, Risk Perceptions, And Channel Members' Market Structures

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  • Joost M. E. Pennings

    (University of Illinois at Urbana-Champaign)

Abstract

By integrating elements of both marketing and finance, we show how risk influences channel contract behavior. We model risk behavior as the interaction between risk attitude and risk perception (IRAP). An analysis of the joint channel decisions of 208 producers, wholesalers, and processors provides three results. First, risk attitudes significantly vary across different levels of channel members. Second, IRAP in combination with the channel member's market structure on the buying and selling side is a strong predictor of contract behavior. Third, increases in channel power strengthen the impact of IRAP on channel contract behavior.

Suggested Citation

  • Joost M. E. Pennings, 2004. "Channel Contract Behavior: The Role of Risk Attitudes, Risk Perceptions, And Channel Members' Market Structures," The Journal of Business, University of Chicago Press, vol. 77(4), pages 697-724, October.
  • Handle: RePEc:ucp:jnlbus:v:77:y:2004:i:4:p:697-724
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    Cited by:

    1. J. Augusto Felício & Carlos Robalo Freire, 2016. "From customer motivation to corporate performance. The role of strategic factors and distribution channels of financial service firms," Service Business, Springer;Pan-Pacific Business Association, vol. 10(1), pages 135-157, March.
    2. Kalogeras, Nikos & Pennings, Joost M.E. & van Ittersum, Koert, 2008. "Consumer Food Safety Risk Attitudes and Perceptions Over Time: The Case of BSE Crisis," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44156, European Association of Agricultural Economists.
    3. Pennings, Joost M.E. & Wansink, Brian & Hoffmann, Arvid O.I., 2011. "A marketing-finance approach linking contracts in agricultural channels to shareholder value," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114785, European Association of Agricultural Economists.
    4. Franken, Jason R.V. & Pennings, Joost M.E. & Garcia, Philip, 2009. "Do Transaction Costs and Risk Preferences Influence Marketing Arrangements in the Illinois Hog Industry?," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 34(2), August.
    5. Dubois, Pierre & Vukina, Tomislav, 2009. "Optimal incentives under moral hazard and heterogeneous agents: Evidence from production contracts data," International Journal of Industrial Organization, Elsevier, vol. 27(4), pages 489-500, July.
    6. Kalogeras, Nikos & Pennings, Joost M.E., 2013. "Marketing Cooperatives' Equity Sources: An Empirical Study," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 150701, Agricultural and Applied Economics Association.
    7. Broihanne, M.H. & Merli, M. & Roger, P., 2014. "Overconfidence, risk perception and the risk-taking behavior of finance professionals," Finance Research Letters, Elsevier, vol. 11(2), pages 64-73.
    8. Pennings, Joost M.E. & van Ittersum, Koert, 2004. "Understanding And Managing Consumer Risk Behavior," 2004 Annual meeting, August 1-4, Denver, CO 20163, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    9. Sieger, Philipp & Gruber, Marc & Fauchart, Emmanuelle & Zellweger, Thomas, 2016. "Measuring the social identity of entrepreneurs: Scale development and international validation," Journal of Business Venturing, Elsevier, vol. 31(5), pages 542-572.
    10. Kalogeras, Nikos & Pennings, Joost M.E. & Garcia, Philip, 2006. "What Drives Strategic Behavior? A Framework to Explain and Predict SMEs' Transition to Sustainable Production Systems," 2006 Annual meeting, July 23-26, Long Beach, CA 21354, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    11. Hoffmann Arvid O.I. & Pennings Joost M.E., 2008. "Shareholder Activism and the Role of Marketing: A Framework for Analyzing and Managing Investor Relations," Research Memorandum 007, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    12. Niemi, Jarkko K. & Liu, Xing & Pietola, Kyosti, 2011. "Price volatility and return on pig fattening under different price- quantity contract regimes," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114614, European Association of Agricultural Economists.
    13. Pennings, Joost M.E. & Egelkraut, Thorsten M., 2005. "Why Do Commodity Futures Markets Exist? Their Role in Managing Marketing Channel Relationships," 2005 Annual meeting, July 24-27, Providence, RI 19433, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    14. Schroeder, Ted C. & Tonsor, Glynn T. & Pennings, Joost M.E. & Mintert, James R., 2007. "The Role of Consumer Risk Perceptions and Attitudes in Cross Cultural Beef Consumption Changes," 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon 10254, Western Agricultural Economics Association.
    15. Pennings, Joost M.E. & Isengildina, Olga & Irwin, Scott H. & Good, Darrel L., 2004. "The Impact of Market Advisory Service Recommendations on Producers' Marketing Decisions," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 29(02), August.
    16. Just, David R. & Wansink, Brian & Turvey, Calum G., 2009. "Biosecurity, Terrorism, and Food Consumption Behavior: Using Experimental Psychology to Analyze Choices Involving Fear," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 34(1), April.
    17. Du, Xiaoxue & Lu, Liang & Zilberman, David, 2013. "The Economics of Contract Farming: A Credit and Investment Perspective," 2014 Allied Social Science Association (ASSA) Annual Meeting, January 3-5, 2014, Philadelphia, PA 161657, Agricultural and Applied Economics Association.
    18. Franken, Jason R.V. & Pennings, Joost M.E., 2005. "Changing Agricultural Marketing Channel Structures: Interdependences & Risk Preferences," 2005 Annual meeting, July 24-27, Providence, RI 19414, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    19. Hoffmann, Arvid O.I. & Post, Thomas & Pennings, Joost M.E., 2013. "Individual investor perceptions and behavior during the financial crisis," Journal of Banking & Finance, Elsevier, vol. 37(1), pages 60-74.
    20. Niemi, Jarkko K., 2012. "Designing coordination contracts to support efficient flow-scheduling in pork chain," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 125208, Agricultural and Applied Economics Association.
    21. Olsen, Jakob Vesterlund & Pederson, Michael Friis, 2011. "An Empirical Analysis of Access to Finance for Danish Farms: Understanding Investment and the Absence of Risk Management," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114591, European Association of Agricultural Economists.

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