Some effects of perceived risk on consumer information processing
Alexander Ring, Mitchell Shriber, Raymond L. Horton D.B.A.
Journal of the Academy of Marketing Science · 1980 · Volume 8 · Issue 3
Abstract
This experiment investigated, within the context of an information processing theory of consumer behavior, the effects of level of perceived risk on the amount of information acquired and the total time taken processing that information before making a brand choice, and selection of brands made by well-known manufacturers as a risk reduction strategy. A unique aspect of the experiment was the treatment of perceived risk as a stimulus variable rather than its customary treatment as an organism variable.
Keywords
Perceive Risk, Consumer Behavior, High Risk Condition, High Risk Situation, Brand Choice
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