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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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Choi, M., Law, R., & Heo, C. Y. (2016) · Tourism Management · doi:10.1016/j.tourman.2016.01.005 · Cited by 125
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“Stone and Grønhaug (1993) defined perceived risks as the possible loss incurred by consumers as they pursue a satisfactory outcome.”
BackgroundJun, S.-H. (2020) · Sustainability · doi:10.3390/su12125212 · Cited by 99
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BackgroundHabit slips: when consumers unintentionally resist new products
Labrecque, J. S., Wood, W., Neal, D. T., & Harrington, N. (2016) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-016-0482-9 · Cited by 103
“…Description Example references Mechanism of resistance Physical risk Consumers decide not to adopt a new product due to possible physical risks Stone and Grønhaug 1993 Active Functional risk Consumers decide not to adopt a new product due to uncertainty about complementarity with existing or…”
BackgroundInvestigating the influential factors of return channel loyalty in omni-channel retailing
Xu, X., & Jackson, J. E. (2019) · International Journal of Production Economics · doi:10.1016/j.ijpe.2019.03.011 · Cited by 104
Cheng, J. M.-S., Sheen, G., & Lou, G.-C. (2005) · Technovation · doi:10.1016/j.technovation.2005.01.001 · Cited by 95
Le concept de risque perçu en psychologie du consommateur : Antécédents et statut théorique
Volle, P. (1995) · Recherche et Applications en Marketing (French Edition) · doi:10.1177/076737019501000103 · Cited by 147
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“Perceived Risk Perceived risk is the degree to which the consumer feels the uncertainty and consequences associated with their actions and play an important role in consumer decision-making (Stone and Grønhaug 1993; Pavlou 2003; Kwun and Oh 2004; Hunter-Jones et al. 2007; Liao et al. 2010).”
BackgroundKong, H. M., & Ko, E. (2017) · Journal of Global Fashion Marketing · doi:10.1080/20932685.2017.1336458 · Cited by 101
“Perceived risk is a hypothetical, psychological construct in the context of information seeking, brand loyalty, satisfaction, and purchase choices (Bauer, 1960; Stone & Grønhaug, 1993) to avoid potentially negative outcomes.”
BackgroundMethodInfluentialSeabra, C., Abrantes, J. L., & Kastenholz, E. (2014) · Journal of Marketing Management · doi:10.1080/0267257x.2014.934904 · Cited by 95
Jiang, Y., & Lau, A. K. W. (2021) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2021.101050 · Cited by 100
Laroche, M., Nepomuceno, M. V., & Richard, M. (2010) · Journal of Consumer Marketing · doi:10.1108/07363761011038275 · Cited by 91
“For measuring PR we use the instrument developed by Stone and Gronhaug (1993)”
MethodPizam, A., Ozturk, A. B., Hacikara, A., Zhang, T. C., Balderas-Cejudo, A., Buhalis, D., Fuchs, G., Hara, T., Meira, J. V. D. S., Revilla, M. R. G., et al. (2023) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2023.103641 · Cited by 99
Buying seafood: Understanding barriers to purchase across consumption segments
Birch, D., & Lawley, M. (2012) · Food Quality and Preference · doi:10.1016/j.foodqual.2012.03.004 · Cited by 91
“Various types of perceived risks faced by consumers in the buying decision have been identified and can be applied to seafood consumption including functional, social, physical, psychological and financial risks (McCathy & Henson, 2005; Stone & Gronhaug, 1993; Tsiros & Heilman, 2005).”
BackgroundInfluence of Warm versus Cool Temperatures on Consumer Choice: A Resource Depletion Account
Cheema, A., & Patrick, V. M. (2012) · Journal of Marketing Research · doi:10.1509/jmr.08.0205 · Cited by 92
“We conducted an additional manipulation check for the voice recorder stimuli used in Study 3 to investigate the financial and performance risk (Grewal, Gotlieb, and Marmorstein 1994) and social risk (Stone and Grønhaug 1993) associated with the innovative pen recorder and the regular voice recorder.”
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Parihar, P., Dawra, J., & Sahay, V. S. (2018) · Marketing Intelligence & Planning · doi:10.1108/mip-11-2017-0318 · Cited by 95
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Attitude and risk: Exploring the relationship
Stone, R. N., & Mason, J. B. (1995) · Psychology and Marketing · doi:10.1002/mar.4220120205 · Cited by 88
Self-citationConsumer adoption of group-buying auctions: an experimental study
Kauffman, R. J., Lai, H., & Lin, H. (2010) · Information Technology and Management · doi:10.1007/s10799-010-0068-z · Cited by 87
“The items that we used were adapted from Stone and Gronhaug [60].”
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Store Brand Proneness: Effects of Perceived Risks, Quality and Familiarity
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“Perceived risk is a concept used by consumer behaviour researchers to explain consumer perceptions of the uncertainty and adverse consequences of buying a product or service (Stone and Grønhung, 1993).”
BackgroundMethodChang, H., & Hsiao, H.-L. (2008) · Service Industries Journal · doi:10.1080/02642060801917646 · Cited by 85
“In a study of perceived risk in consumers considering purchasing by Stone and Gronhaug (1993), these six dimensions adequately explained 88.8% of the perceived risk.”
BackgroundMethodInfluentialLloyd, A. E., & Luk, S. T. K. (2010) · Journal of Global Fashion Marketing · doi:10.1080/20932685.2010.10593065 · Cited by 89
“Perceived risk is defined as the subjective expectation of a loss (Stone and Gronhaug, 1993), with the higher the certainty of the loss, the greater the perceived risk.”
BackgroundConsumer perceived risk of using autonomous retail technology
Sohn, S. (2023) · Journal of Business Research · doi:10.1016/j.jbusres.2023.114389 · Cited by 91
Factors affecting consumer perceptions on product safety
Tse, A. C. B. (1999) · European Journal of Marketing · doi:10.1108/03090569910285841 · Cited by 83
The Psychology of Risk: The Behavioral Finance Perspective
Ricciardi, V. (2008) · Wiley eBooks · doi:10.1002/9780470404324.hof002010 · Cited by 86
“Stone and Gronhaug (1993) made the argument that the marketing discipline mainly focuses on investigating the potential negative outcomes of perceived risk.”
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Rindfleisch, A., & Crockett, D. (1999) · Journal of Public Policy & Marketing · doi:10.1177/074391569901800203 · Cited by 81
Risk Perceptions of Airbnb Hosts: Evidence from a Mediterranean Island
Malazizi, N., Alipour, H., & Olya, H. (2018) · Sustainability · doi:10.3390/su10051349 · Cited by 86
“In disciplines such as psychology, economic game theory and statistical decision theory, risk is associated with choosing between potentially positive and negative outcomes [18].”
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“) and, more generically, to the entire marketing discipline ( Stone and Gronhaug, 1993”
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Michaelidou, N., & Christodoulides, G. (2011) · Journal of Marketing Management · doi:10.1080/0267257x.2010.549189 · Cited by 78
Investigation on the model of consumers’ perceived risk—integrated viewpoint
LIN, W. (2006) · Expert Systems with Applications · doi:10.1016/j.eswa.2006.10.042 · Cited by 79
ANTECEDENTS OF ONLINE PURCHASE INTENTION AND BEHAVIOUR: UNCOVERING UNOBSERVED HETEROGENEITY
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Farivar, S., Turel, O., & Yuan, Y. (2018) · Information & Management · doi:10.1016/j.im.2018.05.008 · Cited by 79
Determining behaviour intentions from the overall destination image and risk perception
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“Stone and Grønhaug (1993) defined it as a certain level of probability can be attached to risk to determine the probable loss.”
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“Perceived risk has a long history in consumer research and is typically constructed of six types of risks: social, financial, physical, performance, time-related, and psychological risk [51].”
Comparing online and in-store risks in multichannel shopping
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“first provided five types of risks perceived by consumers (functional, physical, financial, psychological and social), and Stone and Gronhaug (1993)”
BackgroundI Want It Anyway: Consumer Perceptions of Smart Home Devices
Wang, X., McGill, T. J., & Klobas, J. E. (2018) · Journal of Computer Information Systems · doi:10.1080/08874417.2018.1528486 · Cited by 76
“32 NVMs of technology adoption assign a negative valence to perceived risk, which is defined in terms of individuals ’ expectation of negative consequences from adoption or use of a technology.”
BackgroundInfluence of perceived risk on store brand proneness
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“The measurement scale was derived from the review of specific literature on this subject, with the studies done by Stone and Gronhaug (1993)”
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“Given that Stone and Gronhaug (1993) , in their study of various dimensions of perceived risk, suggest that the financial and psychosocial dimensions of risks captured the majority of the overall risk perceptions (compared to the time, performance and physical dimensions of risks), and in line with past research (e.g.…”
ResultBroekhuizen, T., & Huizingh, K. R. E. (2009) · Management Research News · doi:10.1108/01409170910952949 · Cited by 75
“Perceived risk generally leads to feelings of discomfort, resulting in an increase in psychological costs ( Stone and Gronhaug, 1993”
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Psychological Ownership, Touch, and Willingness to Pay for an Extended Warranty
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“Perceived financial risk was measured with a two-item scale designed and tested by Stone and Grønhaug (1993).”
Store Brand Purchase Intention: Effects of Risk, Quality, Familiarity and Store Brand Shelf Space
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Ho, C.-H., Chiu, K.-H., Chen, H., & Papazafeiropoulou, A. (2015) · Journal of Enterprise Information Management · doi:10.1108/jeim-03-2014-0021 · Cited by 69
“Consumers may perceive uncertainties and adverse outcomes when purchasing a product or service (Stone and Gronhaug, 1993).”
BackgroundRisk as moderator of the trust-loyalty relationship
Paulssen, M., Roulet, R., & Wilke, S. (2014) · European Journal of Marketing · doi:10.1108/ejm-11-2011-0657 · Cited by 74
“While general agreement exists regarding ambiguity and consequentiality riskas the twokeydimensionsofperceived risk, the combinationof the two risk components into an overall risk measure has been debated (Mitchell, 1999; Stone and Gronhaug, 1993).”
BackgroundLowe, B. (2010) · Journal of Product & Brand Management · doi:10.1108/10610421011086919 · Cited by 73
“Though the concept of perceived risk is derived from work on uncertainty in other disciplines ( Stone and Gronhaug, 1993”
BackgroundService quality: perceived value, expectations, shortfalls, and bonuses
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Ethical dilemmas are really important to potential adopters of autonomous vehicles
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Reducing Consumers’ Perceived Risk through Banking Service Quality Cues in Taiwan
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“Additionally, several investigations have also indicated that the four, five or six major dimensions of perceived risk can account for a substantial portion of overall perceived risk (Assael, 1987; Stone & Gronhaug, 1993 ).”
BackgroundRevisiting the Concept of a Societal Orientation: Conceptualization and Delineation
Kang, G., & James, J. (2006) · Journal of Business Ethics · doi:10.1007/s10551-006-9208-0 · Cited by 68
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Lin, L., & Chen, Y. (2009) · Tourism Review · doi:10.1108/16605370910988818 · Cited by 77
“By using a step-wise regression approach, Stone and Gronhaug (1993)”
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Lu, H. M., Yue, A., Chen, H., & Long, R. (2017) · Resources Conservation and Recycling · doi:10.1016/j.resconrec.2017.11.024 · Cited by 66
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Beneke, J. H. (2010) · International Journal of Business and Management · doi:10.5539/ijbm.v6n1p29 · Cited by 62
“Stone and Gronhaug (1993) advocate that consumers are receptive to brands due to the fact that they reduce perceived risk.”
BackgroundMethod
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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