Perceived Risk: Further Considerations for the Marketing Discipline

Abstract

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.

Antecedentes Da Intenção De Compra De Marcas Próprias: Um Estudo No Mercado Emergente

“…Assim, a inferioridade percebida nas marcas próprias é uma fonte de incerteza acerca do nível de satisfação para os consumidores desse tipo de marca, aumentando o risco associado à sua compra (Mieres, Martín, & Gutiérrez, 2006). Seis diferentes tipos de riscos percebidos são encontrados na literatura: risco financeiro, social, físico, psicológico, de tempo e de desempenho (Laforet, 2007;Mitra, Reiss, & Capella, 1999;Solomon, 2011;Stone & Gronhaug, 1993).…”

“…B24 Eu obtenho uma boa relação entre custo e benefício comprando nesta loja. Stone & Gronhaug (1993) Risco financeiro C1 Se eu comprar produtos de marca própria, vou gastar mal o meu dinheiro.…”

Forecasting consumer perception of innovativeness

“…As such we would anticipate that the attenuating influence of perceived risk upon the relationship between CPI and utilitarian attitude would be congruent with that of personal relevance. However, risk is more cognitive (Stone and Grønhaug, 1993) and would have a larger cognitive than affective…”

An Examination of Economic Risks’ Perception of Thai Real Estate Developers

“…This risk reflected to the capability of the marketing team in term of the team may have a wrong estimation of demand and supply of the similar properties type in the trade area or the marketing teams have inadequate information of the customers' behaviours and affordability [47].…”

“…The risks caused by the customers in the trade area did not recognise in the developers' brand were considered as one of the serious issue by the Thai practitioners, it was straightforwardly affected to the establishments of developers' marketing plan/strategy. In Thailand real estate business case, the small or medium developers always find some difficulty to build their own brand loyalty as well as hard to sell their properties as planned and within the limited budget [47].…”