search query: @author Mitchell, V. / total: 11
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| Author: | Mitchell, V. |
| Title: | Consumer perceived risk: conceptualisations and models |
| Journal: | European Journal of Marketing
1999 : VOL. 30:1/2, p. 163-195 |
| Index terms: | CONSUMERS RISK MARKETING STRATEGY |
| Language: | eng |
| Abstract: | The article reviews the literature on consumer-perceived risk over the past 30 years. The review begins by establishing perceived risk's relationship with related marketing constructs such as involvement and trust. It then tackles some debates within the literature, concerning subjective and objective risk and differences between the concepts of risk and uncertainty. It describes how different models have been devised and operationalized to measure risk and how these have developed over the years. |
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