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| Author: | Dowling, G. Staelin, R. |
| Title: | A model of perceived risk and intended risk-handling activity |
| Journal: | Journal of Consumer Research
1994 : JUN, VOL. 21:1, p. 119-134 |
| Index terms: | CONSUMER RESEARCH MODELS RISK |
| Language: | eng |
| Abstract: | On the basis of previous reviews of the perceived-risk concept, a model of risk perception and its effects on consumers' risk-handling behaviour is formulated. Hypotheses derived from this model are empirically tested and indicate that, for the setting studied (women purchasing a dress), the intended use of risk-handling activity increases with higher levels of perceived risk. This relationship is more pronounced after the level of risk exceeds the individual's acceptance level of risk. |
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