On the Measurement of Perceived Consumer Risk

William J. Havlena, Wayne S. DeSarbo

Research output: Contribution to journalArticlepeer-review

106 Scopus citations


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
Issue number4
StatePublished - Sep 1991

All Science Journal Classification (ASJC) codes

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


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