The impact of services versus goods on consumers’ assessment of perceived risk and variability

The self- versus full-service decision: Gender-based differences in assessment of risk

“…[8][9][10] Despite the importance of the risk construct in the services literature, however, its relationship with the choice between self-versus full-service options is unclear. While it is likely that most consumers will choose the service option they perceive as being less risky, that is, engage in risk-reducing strategies in situations where risk is perceived to exist, individual differences may influence perceptions of apparent risk and, ultimately, preference for a service option.…”

“…Research suggests that men rely upon 'heuristics devices that serve as surrogates for more are to determine the impact of these risk dimensions on consumers' likelihood of choosing self-versus full-service alternatives, identify gender-based differences in evaluation of service options, and develop recommendations regarding gender-based segmentation strategies for service-oriented organisations. [29][30][31][32] …”

“…The trade-off between riskier than tangible goods. [13][14][15] Consequently, individuals' assessments of services-related risk could explain why some would be more likely to choose self-service over full-service options (and vice versa).…”

Examining the dissemination of innovations in the sporting goods industry.

“…Studies examining the differences between goods and services have noted the difficulty of selling services as consumers often feel uncertainty regarding their intangible natures (Laroche et ai., 2003;Murray & Schlacter, 1990). This uncertainty makes services more difficult to disseminate as evidenced in the current study.…”

“…In comparing services to goods, researchers have found service intangibility and heterogeneity can create consumer uncertainty. This uncertainty can lead to heightened perceptions of risk associated with purchasing the service (Murray & Schlacter, 1990) and subsequently a limited interest in purchasing the service (Laroche et aI., 2003).…”