Details a method for uncovering the direct and indirect influences of human values on consumer decisions. The procedure is quantitative, uses large samples and employs widely known statistical techniques such as correlations, regression and (optionally) factor analysis. Uses a study of Toyota...

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...

The research reported here takes a complementary approach to the direct user/consumer studies, by measuring experts’ perceptions of the likely impact of new interactive media (NIM) on different product markets. This has two benefits. First, it provides a different (and, arguably,...

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...

The processes of consumer perception and decision making remain relatively complex phenomena despite the depth of research undertaken in the area. One way in which these processes may be influenced is through the explicit mentioning of product attributes in advertising. This study investigates...