On the Measurement of Perceived Consumer Risk

On the Measurement of Perceived Consumer Risk ABSTRACT The role of perceived risk in consumer behavior has been studied extensively by academic researchers. This paper introduces a methodology for the measurement of the effects of product features, marketing mix components, and individual differences on perceived consumer risk based on theoretical foundations in the literature. A conjoint‐type model based on paired comparison judgments is estimated to provide attribute weights. A modification of a stochastic multidimensional scaling‐based vector model is then used to measure and summarize individual consumer differences with respect to the impact of brand attributes and marketing mix components on latent levels of perceived consumer risk. An illustration is provided using students’ risk perceptions of sports cars. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Decision Sciences Wiley

On the Measurement of Perceived Consumer Risk

Decision Sciences, Volume 22 (4) – Sep 1, 1991

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Publisher
Wiley
Copyright
Copyright © 1991 Wiley Subscription Services, Inc., A Wiley Company
ISSN
0011-7315
eISSN
1540-5915
DOI
10.1111/j.1540-5915.1991.tb00372.x
Publisher site
See Article on Publisher Site

Abstract

ABSTRACT The role of perceived risk in consumer behavior has been studied extensively by academic researchers. This paper introduces a methodology for the measurement of the effects of product features, marketing mix components, and individual differences on perceived consumer risk based on theoretical foundations in the literature. A conjoint‐type model based on paired comparison judgments is estimated to provide attribute weights. A modification of a stochastic multidimensional scaling‐based vector model is then used to measure and summarize individual consumer differences with respect to the impact of brand attributes and marketing mix components on latent levels of perceived consumer risk. An illustration is provided using students’ risk perceptions of sports cars.

Journal

Decision SciencesWiley

Published: Sep 1, 1991

References

  • Perceived risk: The concept and its measurement
    Dowling, Dowling
  • The internal validity of the trade‐off method of conjoint analysis
    Safizadeh, Safizadeh
  • Using conjoint analysis to predict trial and repeat‐purchase patterns of new frequently purchased products
    Zufryden, Zufryden

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