Examines the construct of perceived risk, as used in consumer and marketing research. In the light of the shortcomings of past research, develops and tests three hypotheses. Findings show that the risk dimensions proposed in the literature (i.e. financial, psychological, social, performance, physical and time‐related risk) capture a very high fraction of perceived overall risk, and that a parsimonious structure of the risk concept exists as the other risk dimensions are mediated through individual psychological risk. Implications are highlighted.

No abstract

This report presents the latest forest resource statistics for Wisconsin as determined by the Forest Survey made between 1950 and 1958. This, the second complete forest inventory of Wisconsin, followed by about 20 years the first timber inventory, which was initiated in 1935 and completed in 1937. These surveys fulfill federal responsibilities under the McSweeney-McNary Forest Research Act of 1928 which authorized the U. S. Department of Agriculture to examine and evaluate periodically the forest resources of the United States. In Wisconsin large-scale State, county, and forest industry participation greatly increased the accuracy of the statistics and provided detailed reports for each county. Planning of the second survey began in 1949. The Wisconsin Conservation Department organized the financial support and assumed responsibility for surveying public lands under its jurisdiction as well as all private lands, except for several counties in southwestern Wisconsin that were covered by the Lake States Forest Experiment Station. The National Forests and the Bureau of Indian Affairs surveyed the lands under their management. The 32 northern and central counties helped finance the forest inventory within their respective counties. Several other public agencies and private companies provided financial and technical assistance. Fieldwork for the second survey was completed late in June 1958. Contributions of the Lake States Forest Experiment Station include helping to design the survey procedures and coordinating the effort with other Forest Surveys so that results would be additive to other Lake States and nationwide forest resource figures. The Station also compiled the timber cut and forest industry information, and determined forest land ownership, timber mortality, sawtimber quality, logging residue, and sampling accuracy. The Wisconsin Conservation Department did the fieldwork for the timber cut Cover picture-Conifer reproduction under old-growth red pine on the Nicolet National Forest in northeastern Wisconsin. Bordering a bog in the foreground (not shown) studies and helped with mortality, quality, and residue studies. An advisory committee of private and public forestry leaders helped to define the objectives and guide the i progress of the work. Many of the statistics resulting from this survey have previously been presented in 37 county or block reports published by the Wisconsin Conservation Department, and in 6 Technical Notes of the Lake States Station. This, however, is the first presentation of statistics for the entire State and the 5 districts, along with an analysis of the Statewide timber resource situation. The statistics are presented as of 1956. For the northern counties, the original data were collected in some areas as early as 1952. In southern Wisconsin the data include counties sampled during 1957 and 1958. All large and medium sawmills, pulpmills, veneer mills, and other forest industries using logs and bolts were canvassed individually in 1956. Although this report primarily presents timb...

No abstract

State Foresters encouraged tree plantingtold groups how to plant, where to plant, and how to get planting stock. The U. S. Department of Agriculture, through its Clark-McNary Program, assisted the State College in providing trees at reasonable rates. Tree planting became a common spring and fall activity although achievements, until the late thirties, were largely on public land.