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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.
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“Perceived risk is seen as a subjective expectation of the losses; it is also a form of expectation [97].”
From Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites (2019) · cites this paper as [97]
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“Earlier studies (Stone and Grønhaug, 1993; Forsythe and Shi, 2003) found that financial risk is the predominant factor for explaining the overall risk associated with a risky Figure 1.”
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Metadata
- Authors
- Stone, R. N., & Grønhaug, K.
- Venue
- European Journal of Marketing
- Publisher
- Emerald
- Published
- 1993-04-01
- Volume
- 27
- Issue
- 3
- Pages
- 39-50
- ISSN
- 0309-0566 (ISSN-L)
- OpenAlex
- W2062541363
- Cited by
- 1,348
- References
- 0
- Citations by year
- 2026: 71 · 2025: 53 · 2024: 66 · 2023: 77 · 2022: 100 · 2021: 74 · 2020: 94 · 2019: 76 · 2018: 56 · 2017: 64 · 2016: 62 · 2015: 73 · 2014: 78 · 2013: 45 · 2012: 45
- FWCI
- 4.28
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- European Journal of Marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Keywords
- risk perception, risk dimensions, psychological risk, financial risk, social risk, performance risk, physical risk, risk structure, consumer behavior
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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