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Perceived Risk: Further Considerations for the Marketing Discipline

Perceived Risk: Further Considerations for the Marketing Discipline Examines the construct of perceived risk, as used in consumer and marketing research. In the light of the shortcomings of past research, develops and tests three hypotheses. Findings show that the risk dimensions proposed in the literature (i.e. financial, psychological, social, performance, physical and time‐related risk) capture a very high fraction of perceived overall risk, and that a parsimonious structure of the risk concept exists as the other risk dimensions are mediated through individual psychological risk. Implications are highlighted. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Perceived Risk: Further Considerations for the Marketing Discipline

Robert N. Stone; Kjell Grønhaug
European Journal of Marketing , Volume 27 (3): 12 – Apr 1, 1993
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Publisher
Emerald Publishing
Copyright
Copyright © 1993 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569310026637
Publisher site
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Abstract

Examines the construct of perceived risk, as used in consumer and marketing research. In the light of the shortcomings of past research, develops and tests three hypotheses. Findings show that the risk dimensions proposed in the literature (i.e. financial, psychological, social, performance, physical and time‐related risk) capture a very high fraction of perceived overall risk, and that a parsimonious structure of the risk concept exists as the other risk dimensions are mediated through individual psychological risk. Implications are highlighted.

Journal

European Journal of Marketing – Emerald Publishing

Published: Apr 1, 1993

Keywords: Consumer attitudes; Consumer behaviour; Marketing research; Risk

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