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| Author: | Mitchell, V-W. |
| Title: | Understanding consumers' behaviour: can perceived risk theory help? |
| Journal: | Management Decision
1992 : VOL. 30:3, p.26-31 |
| Index terms: | BRANDS CONSUMERS DECISION MAKING MARKETING MIX RISK CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | The use of perceived risk theory in understanding and influencing consumers' behaviour is highlighted. Recent evidence from numerous food scares and product recalls have demonstrated the power of perceived risk on consumption patterns. It is argued that perceived risk is so important to consumers' thinking that all managers should at least be aware of its existence. It is shown how uncertainty and risk affect the consumer decision-making process. Some indications of how the theory might be used by organizations better to manage their communications mix are given. |
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