Analyses the breakfast cereal market as a basis on which to conduct a study of risk in new product development. Argues … risk than purchasers was tested and accepted; financial risks were particularly important. Suggests that a reduction of … price and trial sizes as more useful risk reducers than purchasers. Unfortunately, consumers stated that the most useful …

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 …

Since 1960, perceived risk has been of interest to marketing academics. Their interest in the consumer decision …‐making process considerably predates this, but interest in how risk varies during the process has ot been so prevalent and many … studies have assumed that perceived risk remains constant throughout the buying process. Tests this assumption in a study of …

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 …

The theory of perceived risk, despite its obvious explanatory power, has been little used in industrial buying … industrial perceived risk, and applying the ideas to a rapidly changing and growing market, namely microcomputers for small … businesses. Several factors have been identified from the literature which affect the degree of risk present; these include the …

Discusses a conceptual framework of perceived risk consolidating and interrelating the numerous theories and research … results. Adumbrates the measurement of perceived risk, consumer risk handling, risk reduction methods and consumer preference … for risk reduction methods. Posits that although the area of consumer behaviour as a risk‐taking function has been …

risk which most consumer perceive in spending large amounts of money on an unfamiliar product, manufacturers tend to keep …