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Understanding Consumers Behaviour Can Perceived Risk Theory Help

Understanding Consumers Behaviour Can Perceived Risk Theory Help Aims to highlight the use of Perceived Risk Theory in understandingand influencing consumers behaviour. Recent evidence from numerous foodscares and product recalls have demonstrated the power of perceived riskon consumption patterns. Argues that perceived risk is so important toconsumers thinking that all managers should at least be aware of itsexistence. Describes how uncertainty and risk affect the consumerdecisionmaking process and gives some indications as to how the theorymight be used by organizations better to manage their communicationsmix. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

Understanding Consumers Behaviour Can Perceived Risk Theory Help

Mitchell, VW.
Management Decision , Volume 30 (3) – Mar 1, 1992
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0025-1747
DOI
10.1108/00251749210013050
Publisher site
See Article on Publisher Site

Abstract

Aims to highlight the use of Perceived Risk Theory in understandingand influencing consumers behaviour. Recent evidence from numerous foodscares and product recalls have demonstrated the power of perceived riskon consumption patterns. Argues that perceived risk is so important toconsumers thinking that all managers should at least be aware of itsexistence. Describes how uncertainty and risk affect the consumerdecisionmaking process and gives some indications as to how the theorymight be used by organizations better to manage their communicationsmix.

Journal

Management Decision – Emerald Publishing

Published: Mar 1, 1992

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