Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

The structure of perceived risk: Some further progress

The structure of perceived risk: Some further progress Abstract This study investigates (1) the homogeneity of subjects' perceptions of the relative magnitude of perceived risk for seven product classes, and (2) the component structure of perceived risk, both individually and aggregated, for the same product classes. It is concluded that (1) while it may prove possible and useful to define homogeneous subgroups of consumers generally there is substantial heterogeneity of perception of the relative magnitude of perceived risk across consumers and (2) that the component structure of perceived risk is generally consistent across the seven product classes studied with explained variances being relatively large. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

The structure of perceived risk: Some further progress

Loading next page...
 
/lp/springer-journals/the-structure-of-perceived-risk-some-further-progress-m0D7wDWWM7

References (11)

Publisher
Springer Journals
Copyright
1975 The Academy of Marketing Science
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02729830
Publisher site
See Article on Publisher Site

Abstract

Abstract This study investigates (1) the homogeneity of subjects' perceptions of the relative magnitude of perceived risk for seven product classes, and (2) the component structure of perceived risk, both individually and aggregated, for the same product classes. It is concluded that (1) while it may prove possible and useful to define homogeneous subgroups of consumers generally there is substantial heterogeneity of perception of the relative magnitude of perceived risk across consumers and (2) that the component structure of perceived risk is generally consistent across the seven product classes studied with explained variances being relatively large.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Sep 1, 1976

There are no references for this article.