Risk perception as a determinant of in-home consumption
Leon G. Schiffman Ph.D., Stephanie Schus M.B.A., Leon Winer Ph.D.
Journal of the Academy of Marketing Science · 1976 · Volume 4 · Issue 4
Abstract
Groups of consumers who were exposed to equal opportunities to purchase from a catalog but exhibited contrasting purchase behaviors were compared in terms of their risk perception. The findings substantiate the importance of perceived risk and inclusive vs. exclusive perceived error tolerance strategies as factors influencing in-home consumption behavior.
Keywords
Risk Perception, Retail Store, Consumer Group, Brand Loyalty, Uncertainty Component
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