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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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“Psychological risks are dominant in purchase situations, wherein the item or service is expensive, complex and difficult to judge (Kim et al., 2009; Stone and Grønhaug, 1993).”
BackgroundResultRisks and drivers of hybrid car adoption: A cross-cultural segmentation analysis
McLeay, F., Yoganathan, V., Osburg, V., & Pandit, A. (2018) · Journal of Cleaner Production · doi:10.1016/j.jclepro.2018.04.031 · Cited by 61
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“This perceived anxiety is encompassed under the concept of perceived psychological risk [Stone and Grønhaug 1993].”
BackgroundMethodWang, F., Xue, T., Wang, T., & Wu, B. (2020) · Sustainability · doi:10.3390/su12135454 · Cited by 60
“Later Stone and Gronhaug (1993) [14] added time risk, which formed the sixth dimension of the perceived risk theory.”
BackgroundAdel, A. M., Dai, X., & Roshdy, R. S. (2021) · British Food Journal · doi:10.1108/bfj-03-2021-0211 · Cited by 70
Ness, M., Ness, M., Brennan, M., Oughton, E. A., Ritson, C., & Ruto, E. (2009) · Food Quality and Preference · doi:10.1016/j.foodqual.2009.08.012 · Cited by 60
GROUP PACKAGE TOUR LEADER’S INTRINSIC RISKS
Wang, K.-C., Jao, P.-C., Chan, H.-C., & Chung, C.-H. (2009) · Annals of Tourism Research · doi:10.1016/j.annals.2009.08.004 · Cited by 58
“Some studies adopted six dimensions (Stone & Grønhaug, 1993; Stone & Mason, 1995), by including time risk as suggested by Roselius (1971).”
BackgroundSun, W., Dedahanov, A. T., Shin, H. Y., & Kim, K. S. (2020) · PLoS ONE · doi:10.1371/journal.pone.0234155 · Cited by 58
“Both Stone & Gronhaug (2007) [26] and Tuu et al.”
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Le risque alimentaire perçu comme risque vital de consommation. Émergences, adaptation et gestion
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“Risk perception was measured on the basis of the scales proposed by Stone and Gronhaug (1993)”
MethodThe impact of perceived risk, intangibility and consumer characteristics on online game playing
Chen, L. S.-L. (2010) · Computers in Human Behavior · doi:10.1016/j.chb.2010.06.008 · Cited by 59
Wang, Y., Douglas, M. A., & Hazen, B. T. (2020) · Transportation Research Part A Policy and Practice · doi:10.1016/j.tra.2020.11.002 · Cited by 56
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Yener, D. (2014) · Journal of Food Products Marketing · doi:10.1080/10454446.2013.843483 · Cited by 57
“In the 1960s, Raymond A. Bauer introduced the notion of perceived risk to consumer behavior research (Stone & Gronhaug, 1993), and he introduced the idea that consumer behaviour is considered an instance or risk-taking and risk-reducing behavior (Laroche et al., 2004).”
BackgroundThe intangibility of e-services
Featherman, M. S., & Wells, J. D. (2010) · ACM SIGMIS Database the DATABASE for Advances in Information Systems · doi:10.1145/1795377.1795384 · Cited by 58
Qi, M., Cui, J., Li, X., & Han, Y. (2020) · Journal of Medical Internet Research · doi:10.2196/21834 · Cited by 59
“With the development of the perceived risk theory, more components are added into the construct, including time risk [36] and privacy risk [37].”
Byun, S., & Byun, S.-E. (2011) · Behaviour and Information Technology · doi:10.1080/0144929x.2011.553741 · Cited by 55
Tsai, M.-F., Hung, S., Yu, W.-J., Chen, C.-C., & Yen, D. C. (2019) · Computer Standards & Interfaces · doi:10.1016/j.csi.2019.04.001 · Cited by 75
Shaping the consumers’ attitudes towards Halal food products in Turkey
Akın, M. S., & Okumuş, A. (2020) · Journal of Islamic marketing · doi:10.1108/jima-08-2019-0167 · Cited by 56
Luxury rental purchase intention among millennials—A cross‐national study
Mishra, S., Jain, S., & Jham, V. (2020) · Thunderbird International Business Review · doi:10.1002/tie.22174 · Cited by 56
Comparative Analysis of Purchase Intentions Toward Smart Clothing Between Korean and U.S. Consumers
Ko, E., Sung, H., & Yun, H.-L. (2009) · Clothing and Textiles Research Journal · doi:10.1177/0887302x08327086 · Cited by 54
“The questionnaire was developed in Korean based on previous studies (Chen & He, 2003; Rogers, 1995; Stone & Gronhaug, 1993; Sung & Jeon, 2005; Sung & Slocum, 2004) and then translated into English by using back-translation techniques.”
MethodSantini, F. D. O., Sampaio, C. H., Perin, M. G., & Vieira, V. A. (2015) · Revista de Administração · doi:10.5700/rausp1210 · Cited by 54
The Effect of Status Quo Bias on Cloud System Adoption
Fan, Y., Chen, C.-D., Wu, C.-C., & Fang, Y.-H. (2015) · Journal of Computer Information Systems · doi:10.1080/08874417.2015.11645772 · Cited by 60
Influencing factors on risk perception of IoT-based home energy management services
Park, C., Kim, Y., & Jeong, M. (2018) · Telematics and Informatics · doi:10.1016/j.tele.2018.10.005 · Cited by 54
Shan, J., Jiang, L., & Cui, A. P. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.05.032 · Cited by 58
Sharma, S., Singh, G., & Pratt, S. (2021) · Journal of Quality Assurance in Hospitality & Tourism · doi:10.1080/1528008x.2021.1891597 · Cited by 54
“The scales for perceived financial risk, time risk, social risk, performance risk, privacy risk, psychological risk, and overall risk were adopted from Stone and Grønhaug (1993).”
BackgroundMethodRahardja, U., Chen, S., Lin, Y.-C., Tsai, T.-C., Aini, Q., Khan, A., Oganda, F. P., Dewi, E. R., Cho, Y.-C., & Hsu, C.-H. (2023) · SAGE Open · doi:10.1177/21582440231217854 · Cited by 75
“…psychological risk refers to customers’ dissatisfaction or frustration due to unful-filled expectations of a product or service, which affects purchase decisions (Kamalul Ariffin et al., 2018; Jacoby & Kaplan, 1972; Namahoot & Laohavichien, 2018; Stone & Grønhaug, 1993; Ueltschy et al., 2004).”
BackgroundDeterminants of canal boat tour participant behaviours: an explanatory mixed-method approach
Mehran, J., Olya, H., Han, H., & Kapuściński, G. (2020) · Journal of Travel & Tourism Marketing · doi:10.1080/10548408.2020.1720890 · Cited by 57
“Psychological risk reflects the anxiety or psychological discomfort anticipated from post-purchase affective reactions, such as worry and regret (Simpson & Siguaw, 2008; Stone & Grønhaug, 1993).”
BackgroundMethodConsumer perceptions of monetary and non-monetary introductory promotions for new products
Lowe, B., & Barnes, B. R. (2011) · Journal of Marketing Management · doi:10.1080/0267257x.2011.560889 · Cited by 56
“The perceived-risk literature (Herzenstein et al., 2007; Mitchell, 1999; Stone & Grønhaug, 1993) identifies several dimensions to perceived risk, including financial risk, performance risk, psychological risk, social risk, and physical risk.”
BackgroundAn Exploration of Online Shopping Cart Abandonment Syndrome–A Matter of Risk and Reputation
Moore, S., & Mathews, S. W. (2006) · Journal of Website Promotion · doi:10.1080/15533610802104141 · Cited by 50
Scarpi, D., Russo, I., Confente, I., & Hazen, B. T. (2020) · Industrial Marketing Management · doi:10.1016/j.indmarman.2020.09.006 · Cited by 52
Karwatzki, S., Trenz, M., & Veit, D. J. (2022) · Information Systems Journal · doi:10.1111/isj.12386 · Cited by 64
“For item generation, wherever possible, we relied on existing risk scales (Featherman & Pavlou, 2003; Krasnova et al., 2010; Luo et al., 2010; Stone & Grønhaug, 1993) developed for other contexts.”
BackgroundMethodRanking of perceived risks in online shopping
Guru, S., Nenavani, J., Patel, V. V., & Bhatt, N. (2020) · DECISION · doi:10.1007/s40622-020-00241-x · Cited by 55
Exploring Designer Trust in Artificial Intelligence-Generated Content: TAM/TPB Model Study
Wang, S.-F., & Chen, C.-C. (2024) · Applied Sciences · doi:10.3390/app14166902 · Cited by 52
Vo, T. T. N., & Nguyen, C. T. K. (2015) · International Journal of Marketing Studies · doi:10.5539/ijms.v7n4p51 · Cited by 49
“In other words, this concept relates to situations in which the buyers have to handle the uncertainty of the new product involving both favorable and unfavorable outcomes (Stone & Gronhaug, 1993; Sheau- Fen et al., 2012).”
BackgroundInfluentialA STUDY OF THE EFFECT OF RISK-REDUCTION STRATEGIES ON PURCHASE INTENTIONS IN ONLINE SHOPPING
Chu, K.-K., & Li, C. (2008) · Cited by 49
Driving Factors of Generative AI Adoption in New Product Development Teams from a UTAUT Perspective
Xia, Y., & Chen, Y. (2024) · International Journal of Human-Computer Interaction · doi:10.1080/10447318.2024.2375686 · Cited by 58
“Prior research often adopted the perceived risk theory, focusing on dimensions such as function, psychological, and societal risks (Bettman, 1973; Gansser & Reich, 2021; Stone & Grønhaug, 1993; Wu et al., 2022).”
Recommendation sources on the intention to use e‐books in academic digital libraries
Lin, C., Tzeng, G., Chin, Y., & Chang, C. (2010) · The Electronic Library · doi:10.1108/02640471011093534 · Cited by 49
“Perceived risk is conceptualized as the subjective expectation of a loss (Stone and Gronhaug, 1993) and refers to someone’s perception of the uncertain and the adverse consequences of engaging in an intention or behaviour.”
BackgroundFactors influencing generation Y’s purchase intentions of prototypical versus me-too brands
Quintal, V. A., Phau, I., Sims, D. B., et al. (2016) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2016.01.019 · Cited by 48
Perceived Control and Perceived Risk in Self-service Technology Recovery
Le, N. T., Hill, S. R., & Troshani, I. (2020) · Journal of Computer Information Systems · doi:10.1080/08874417.2020.1756533 · Cited by 53
“Perceptions of risk can also come in different categories, including performance, social, financial, psychological, and physical risks.(29) Risk is a key factor in consumer use of SSTs since SSTs are a specific type of information technology (IT).”
BackgroundHoque, M. Z., & Alam, M. N. (2018) · Sustainability · doi:10.3390/su10103722 · Cited by 48
“Hence, for marketers, these findings may work in terms of gaining a competitive advantage in commercializing liquid milk, since by inducing sustainable purchase behavior, trust is a good catalyst for perceived knowledge [72,110].”
BackgroundMethodSocial Media Adoption by Health Professionals: A TAM-Based Study
Khan, M. I., Saleh, A., & Quazi, A. M. (2021) · Informatics · doi:10.3390/informatics8010006 · Cited by 59
Net valence analysis of iris recognition technology-based FinTech
Al‐Debei, M. M., Hujran, O., & Al‐Adwan, A. S. (2024) · Financial Innovation · doi:10.1186/s40854-023-00509-y · Cited by 48
Chen, H., Wong, S. W., Bilgihan, A., & Okumuş, F. (2019) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2019.102434 · Cited by 46
Ngoc, A. M., Nishiuchi, H., & Nhu, N. T. (2022) · The International Journal of Logistics Management · doi:10.1108/ijlm-12-2021-0566 · Cited by 51
Understanding Channel Purchase Intentions: Measuring Online and Offline Shopping Value Perceptions
Broekhuizen, T. (2008) · University of Groningen research database (University of Groningen / Centre for Information Technology) · Cited by 45
Nepomuceno, M. V., Laroche, M., Richard, M., & Eggert, A. (2012) · Journal of Consumer Marketing · doi:10.1108/07363761211221701 · Cited by 45
Rubio, N., Villaseñor, N., & Barbolla, J. O. (2014) · BRQ Business Research Quarterly · doi:10.1016/j.brq.2014.03.004 · Cited by 45
“The scale on functional risk is constructed by adapting the scales proposed by Dholakia (1997) and Stone and Gronhaug (1993) to the area of SBs.”
MethodAn extended process of value judgment
Oh, H., & Jeong, M. (2004) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2003.12.005 · Cited by 46
Sharma, P., Chen, I. S. N., & Luk, S. T. K. (2015) · Journal of Hospitality & Tourism Research · doi:10.1177/1096348015584439 · Cited by 45
“Perceived risk is defined as the subjective expectation of a loss, and it correlates with the probability of making a loss (Stone & Grønhaug, 1993).”
Backgroundde Guimarães, J. C. F., Severo, E. A., Klein, L. L., Dorion, E. C. H., & Lazzari, F. (2022) · Journal of Cleaner Production · doi:10.1016/j.jclepro.2022.135571 · Cited by 46
How Augmented Reality Increases Engagement Through Its Impact on Risk and the Decision Process
Barta, S., Gurrea, R., & Flavián, C. (2023) · Cyberpsychology Behavior and Social Networking · doi:10.1089/cyber.2022.0087 · Cited by 49
Shopping Cart Abandonment in Online Shopping
Joseph, J. (2012) · DigitalCommons - Kennesaw State University (Kennesaw State University) · Cited by 43
Oktavendi, T. W., & Mu’ammal, I. (2022) · Journal of Islamic accounting and business research · doi:10.1108/jiabr-09-2021-0267 · Cited by 45
E-mentoring: The adoption process and innovation challenge
Panopoulos, A., & Sarri, K. K. (2012) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2012.10.003 · Cited by 44
Xu, Y., Liu, B., Chen, Y., & Lu, S. (2023) · Journal of Environmental Management · doi:10.1016/j.jenvman.2023.119109 · Cited by 43
Religion and perceived travel risks
Li, H., Park, K., & Roehl, W. S. (2013) · Journal of Travel & Tourism Marketing · doi:10.1080/10548408.2013.835674 · Cited by 43
“Stone and Gronhaug (1993) defined risk as “a subjective expectation of loss” and included six risk dimensions: financial, performance, physical, psychological, social, and time risks in their study (p. 42).”
BackgroundMethodProduct and channel-related risk and involvement in online contexts
Gutiérrez, S. S. M., Izquierdo, C. C., & Cabezudo, R. S. J. (2009) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2009.09.005 · Cited by 42
Consumer response to retail performance of organic food retailers
Wang, E., & Tsai, B.-K. (2014) · British Food Journal · doi:10.1108/bfj-05-2012-0123 · Cited by 43
Determinants and risks of intentions to use mobile applications in museums: an application of fsQCA
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“In this study, similarly to Chen and Huang (2017), who considered only two dimensions of risk, we propose social risk and performance risk as seen by many authors as being dimensions of perceived risk in the fi eld of technological adoption (Stone & Grønhaug, 1993).”
ResultA conceptual model of channel choice: measuring online and offline shopping value perceptionsPreprint
Broekhuizen, T., & Jager, W. (2004) · RePEc: Research Papers in Economics · Cited by 43
An Empirical Study on Users' Continuous Usage Intention of QR Code Mobile Payment Services in China
Gao, S. H., Yang, X., Guo, H., & Jing, J. (2018) · International Journal of E-Adoption · doi:10.4018/ijea.2018010102 · Cited by 45
Sun, Y., Li, Y., Cai, B., & Li, Q. (2020) · Journal of Cleaner Production · doi:10.1016/j.jclepro.2020.120051 · Cited by 40
Yang, X. (2020) · British Food Journal · doi:10.1108/bfj-04-2020-0332 · Cited by 44
Ou, C. X., Zhang, X., Angelopoulos, S. P., Davison, R. M., & Janse, N. (2022) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2022.102498 · Cited by 41
Alrawad, M., Lutfi, A., Almaiah, M. A., et al. (2023) · Journal of risk and financial management · doi:10.3390/jrfm16020086 · Cited by 42
Brack, A. D., & Benkenstein, M. (2014) · Journal of Services Marketing · doi:10.1108/jsm-05-2012-0089 · Cited by 41
Examining E-Commerce Customer Satisfaction and Loyalty: An Integrated Quality-Risk-Value Perspective
Lin, M.-J., & Wang, W. (2015) · Journal of Organizational Computing and Electronic Commerce · doi:10.1080/10919392.2015.1089681 · Cited by 48
Offline and Online Search in Used Durables Markets
Singh, S., Ratchford, B. T., & Prasad, A. (2014) · Journal of Retailing · doi:10.1016/j.jretai.2014.03.005 · Cited by 40
Bruwer, J., & Cohen, E. (2018) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2018.07.006 · Cited by 42
Regulation as a pathway to individual adoption of cryptocurrency
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Chen, Y., Wang, J., & Yu, Y. (2019) · Frontiers in Psychology · doi:10.3389/fpsyg.2019.02044 · Cited by 39
“marketing theory, product risk can be divided into personal risk, functional risk, social risk, environmental risk and so on (Stone and Grønhaug, 1993).”
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Wu, W., Huang, P., & Fu, C. (2011) · Scandinavian Journal of Psychology · doi:10.1111/j.1467-9450.2011.00875.x · Cited by 39
Suárez, M. G., & Rubio, N. (2010) · The International Review of Retail Distribution and Consumer Research · doi:10.1080/09593969.2010.520507 · Cited by 38
“Ever since Bauer ( 1967 ) (quoted in Stone and Gronhaug 1993 ) introduced the notion of ‘perceived risk’ in the area of marketing, a large number of empirical studies have centered around different areas of research, including store brands (Rozano, Gomez, and Diaz 2009 ).”
BackgroundIrish consumers’ perception of food safety risk in minced beef
Mahon, D., & Cowan, C. A. (2004) · British Food Journal · doi:10.1108/00070700410529564 · Cited by 39
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“benefits [30].”
Are organizational buyers rational? Using price heuristics in functional risk judgment
Saab, A. B., & Botelho, D. (2019) · Industrial Marketing Management · doi:10.1016/j.indmarman.2019.10.001 · Cited by 38
Risk Perception of Mega-events
Boo, S., & Gu, H. (2010) · Journal of Sport & Tourism · doi:10.1080/14775085.2010.498257 · Cited by 38
“It seems that the risk-component approach identifies the relative importance of the various risk dimensions in explaining the buying behavior of consumers (Stone & Gronhaug, 1993 ).”
BackgroundAyadi, N., & Lapeyre, A. (2014) · Journal of Marketing Communications · doi:10.1080/13527266.2014.888574 · Cited by 48
Ou, C.-C., Chen, K.-L., Tseng, W.-K., & Lin, Y.-Y. (2022) · Sustainability · doi:10.3390/su14041941 · Cited by 38
“…the measurements of the research constructs in this paper were scored on a five-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree) applied for all the selected measures. perceived risks items were adapted from [88] and [15]; OGB intention items were adapted from [15].”
BackgroundMethodPerceived risks and risk management of social media in an organizational context
Munnukka, J., & Järvi, P. (2013) · Electronic Markets · doi:10.1007/s12525-013-0138-2 · Cited by 37
Risk knowledge and concern as influences of purchase intention for internet of things devices
Aggarwal, N., Albert, L. J., Hill, T. R., & Rodan, S. A. (2020) · Technology in Society · doi:10.1016/j.techsoc.2020.101311 · Cited by 37
Cheng, J. M.-S., Wang, E., Lin, J. Y.-C., Chen, L. S. L., & Huang, W. (2007) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2007.11.001 · Cited by 37
Ladwein, R., Carton, A., & Sevin, É. (2009) · Recherche et Applications en Marketing (French Edition) · doi:10.1177/076737010902400201 · Cited by 36
Search mode and purchase intention in online shopping behaviour
Nysveen, H., & Pedersen, P. E. (2005) · International Journal of Internet Marketing and Advertising · doi:10.1504/ijima.2005.008103 · Cited by 37
“Perceived overall risk is a function of several sub categories of perceived risk, e.g. psychological risk, physical risk, social risk, and financial risk (Moutinho, 1987; Stone and Grønhaug, 1993).”
BackgroundMeents, S., & Verhagen, T. (2018) · Computers in Human Behavior · doi:10.1016/j.chb.2018.04.047 · Cited by 42
Benbasat, I., Cenfetelli, R. T., & Tan, C. (2007) · Journal of the Association for Information Systems · Cited by 36
Perception of value, attractiveness and purchase intention: revisiting promotion techniques sale
Santini, F. D. O., Ladeira, W. J., Sampaio, C. H., et al. (2015) · Review of Business Management · doi:10.7819/rbgn.v17i57.2040 · Cited by 36
Jiang, J., Hong, Y., Li, W., et al. (2022) · Frontiers in Psychology · doi:10.3389/fpsyg.2022.1015869 · Cited by 36
Determinants of Consumers' Perceived Trust in IT-Ecosystems
Wiedmann, K., Hennigs, N., Varelmann, D., & Reeh, M.-O. (2010) · Journal of theoretical and applied electronic commerce research · doi:10.4067/s0718-18762010000200009 · Cited by 38
Zhang, Y., Yang, H., Cheng, P., & Luqman, A. (2019) · Human and Ecological Risk Assessment · doi:10.1080/10807039.2018.1503931 · Cited by 33
“Moreover, when the risk perception is greater than the acceptable level, the consumers are even likely to give up consumption because of high risk (Stone and Grønhaug 1993).”
Background
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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