Within consumer psychology, both product involvement and perceived risk are viewed tobe motivational constructs, influencing subsequent consumer behaviors such as information search and dissemination, as well as extensiveness of the decision-making process. While these constructs are closely related, extant research reveals considerable ambiguity regarding the psychological mechanisms by which components of these two constructs influence one another. This article presents a conceptual motivational process model, explicating the processes by which involvement and consumer risk perceptions are caused, and influence one another, as well as subsequent behavioral responses of consumers. An empirical study, carried out to test the motivational process model and the hypothesized causal relationships finds overall support. Implications of this research for marketers and consumer psychologists are discussed and suggestions for future research are provided.
European Journal of Marketing – Emerald Publishing
Published: Dec 1, 2001
Keywords: Consumer’s risk; Perception; Consumer behaviour; Involvement
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