The structure of perceived risk: Some further progress
Journal of the Academy of Marketing Science · 1976 · Volume 4 · Issue 4
Abstract
This study investigates (1) the homogeneity of subjects' perceptions of the relative magnitude of perceived risk for seven product classes, and (2) the component structure of perceived risk, both individually and aggregated, for the same product classes. It is concluded that (1) while it may prove possible and useful to define homogeneous subgroups of consumers generally there is substantial heterogeneity of perception of the relative magnitude of perceived risk across consumers and (2) that the component structure of perceived risk is generally consistent across the seven product classes studied with explained variances being relatively large.
Keywords
Perceive Risk, Consumer Behavior, Multiplicative Model, Product Class, Laundry Detergent
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