On the Measurement of Perceived Consumer Risk

William J. Havlena, Wayne S. DeSarbo

Research output: Contribution to journalArticle

90 Citations (Scopus)

Abstract

The role of perceived risk in consumer behavior has been studied extensively by academic researchers. This paper introduces a methodology for the measurement of the effects of product features, marketing mix components, and individual differences on perceived consumer risk based on theoretical foundations in the literature. A conjoint‐type model based on paired comparison judgments is estimated to provide attribute weights. A modification of a stochastic multidimensional scaling‐based vector model is then used to measure and summarize individual consumer differences with respect to the impact of brand attributes and marketing mix components on latent levels of perceived consumer risk. An illustration is provided using students’ risk perceptions of sports cars.

Original languageEnglish (US)
Pages (from-to)927-939
Number of pages13
JournalDecision Sciences
Volume22
Issue number4
DOIs
StatePublished - Sep 1991

Fingerprint

Marketing
Risk perception
Consumer behavior
Sports
Railroad cars
Students
Consumer risk
Marketing mix
Paired comparisons
Individual differences
Car
Consumer behaviour
Perceived risk
Methodology

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting(all)
  • Strategy and Management
  • Information Systems and Management
  • Management of Technology and Innovation

Cite this

Havlena, William J. ; DeSarbo, Wayne S. / On the Measurement of Perceived Consumer Risk. In: Decision Sciences. 1991 ; Vol. 22, No. 4. pp. 927-939.
@article{2c9d0f0f6c1d4edfaf60172b6aec86a2,
title = "On the Measurement of Perceived Consumer Risk",
abstract = "The role of perceived risk in consumer behavior has been studied extensively by academic researchers. This paper introduces a methodology for the measurement of the effects of product features, marketing mix components, and individual differences on perceived consumer risk based on theoretical foundations in the literature. A conjoint‐type model based on paired comparison judgments is estimated to provide attribute weights. A modification of a stochastic multidimensional scaling‐based vector model is then used to measure and summarize individual consumer differences with respect to the impact of brand attributes and marketing mix components on latent levels of perceived consumer risk. An illustration is provided using students’ risk perceptions of sports cars.",
author = "Havlena, {William J.} and DeSarbo, {Wayne S.}",
year = "1991",
month = "9",
doi = "10.1111/j.1540-5915.1991.tb00372.x",
language = "English (US)",
volume = "22",
pages = "927--939",
journal = "Decision Sciences",
issn = "0011-7315",
publisher = "Wiley-Blackwell",
number = "4",

}

On the Measurement of Perceived Consumer Risk. / Havlena, William J.; DeSarbo, Wayne S.

In: Decision Sciences, Vol. 22, No. 4, 09.1991, p. 927-939.

Research output: Contribution to journalArticle

TY - JOUR

T1 - On the Measurement of Perceived Consumer Risk

AU - Havlena, William J.

AU - DeSarbo, Wayne S.

PY - 1991/9

Y1 - 1991/9

N2 - The role of perceived risk in consumer behavior has been studied extensively by academic researchers. This paper introduces a methodology for the measurement of the effects of product features, marketing mix components, and individual differences on perceived consumer risk based on theoretical foundations in the literature. A conjoint‐type model based on paired comparison judgments is estimated to provide attribute weights. A modification of a stochastic multidimensional scaling‐based vector model is then used to measure and summarize individual consumer differences with respect to the impact of brand attributes and marketing mix components on latent levels of perceived consumer risk. An illustration is provided using students’ risk perceptions of sports cars.

AB - The role of perceived risk in consumer behavior has been studied extensively by academic researchers. This paper introduces a methodology for the measurement of the effects of product features, marketing mix components, and individual differences on perceived consumer risk based on theoretical foundations in the literature. A conjoint‐type model based on paired comparison judgments is estimated to provide attribute weights. A modification of a stochastic multidimensional scaling‐based vector model is then used to measure and summarize individual consumer differences with respect to the impact of brand attributes and marketing mix components on latent levels of perceived consumer risk. An illustration is provided using students’ risk perceptions of sports cars.

UR - http://www.scopus.com/inward/record.url?scp=84985847320&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84985847320&partnerID=8YFLogxK

U2 - 10.1111/j.1540-5915.1991.tb00372.x

DO - 10.1111/j.1540-5915.1991.tb00372.x

M3 - Article

AN - SCOPUS:84985847320

VL - 22

SP - 927

EP - 939

JO - Decision Sciences

JF - Decision Sciences

SN - 0011-7315

IS - 4

ER -