Inexperienced ethnic consumers, particularly those with communication difficulties are likely to
experience significantly greater difficulties than mainstream inexperienced consumers in the selection of
products basically because of a reduced ability to receive and convey risk-reducing information.
Understanding of these greater difficulties and their implications requires the recognition of the role that
ethnic groups may play as references for inexperienced ethnic consumers. In this respect, word-of-mouth
emerged as the most important source of risk reducing information due to clarification and feedback
opportunities