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- Publisher
- American Psychological Association
- Copyright
- Copyright © 1974 American Psychological Association
- ISSN
- 0021-9010
- eISSN
- 1939-1854
- DOI
- 10.1037/h0036657
- Publisher site
- See Article on Publisher Site
Abstract
Considers that previous investigations of perceived risk have used different components to estimate the consequence of overall perceived risk. A study by J. Jacoby and L. Kaplan in 1972 incorporated all these components and determined which of the components best predicted overall perceived risk for 12 product categories. The present study cross-validated the earlier results. 104 undergraduates evaluated the physical, psychological, social, financial, performance, and overall perceived risk associated with the purchase of 12 products. Jacoby and Kaplan's prediction equations were applied to the data to obtain predicted overall perceived risk values for all products. Results of the cross-validation reflect very high agreement with the earlier data, in that overall perceived risk can be fairly well predicted with the 5 types of consequences, performance consequences are most predictive of overall perceived risk, and similar types of products possess similar risk-consequences hierarchies.
Journal
Journal of Applied Psychology – American Psychological Association
Published: Jun 1, 1974