A Model of Perceived Risk and Intended Risk-Handling Activity

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ID: 291046
1994
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Abstract
On the basis of previous reviews of the perceived-risk concept, a model of risk perception and its effects on consumers' risk-handling behavior is formulated. Hypotheses derived from this model are empirically tested and indicate that, for the setting studied (women purchasing a dress), the intended use of risk-handling activity increases with higher levels of perceived risk. This relationship is more pronounced after the level of risk exceeds the individual's acceptable level of risk. Also of importance in determining the use of a risk-handling activity are the perceived benefit of the type of risk-handling activity and the consumer's inability to absorb a monetary loss.
Reference Key
openalex_W2168578824 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Grahame R. Dowling, Richard Staelin
Journal journal of consumer research
Year 1994
DOI
10.1086/209386
URL
https://doi.org/10.1086/209386
Keywords Keywords not found

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