Cited by 1,348Consumer Behavior and Marketing InfluenceCustomer Service Quality and LoyaltyDecision-Making and Behavioral Economics

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Perceived Risk: Further Considerations for the Marketing Discipline

Stone, Robert N., Grønhaug, Kjell·1993·European Journal of Marketing

DOI 10.1108/03090569310026637

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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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“[17], Almousa M [19], Dahai Dong et al.”
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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)
DOI: 10.1108/03090569310026637
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
Licence: www.emerald.com/insight/site-policies (tdm)
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

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Perceived Risk: Further Considerations for the Marketing Discipline

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