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Perceived Risk and Personality

Charles M. Schaninger

Journal of Consumer Research · 1976 · Volume 3 · Issue 2

DOI: 10.1086/208656

Abstract

The relationships between perceived risk and personality measures believed to influence information processing were examined using correlational analyses. Perceived risk measures were positively related to a number of anxiety measures and negatively related to self-esteem and risk taking. No significant patterns of relationships were found between perceived risk and rigidity or between perceived risk and perceptual measures previously related to such traits as tolerance for ambiguity, ego control, and rigidity. The construct validity of psychophysical perceptual measures of the personality traits of anxiety and rigidity was not supported.

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