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Perceived Risk and Its Components: A Model and Empirical Test

James R. Bettman

Graduate School of Management, UCLA.

Journal of Marketing Research 1973

A theoretical model and measurement system for perceived risk and its components is developed and empirically tested for nine product types. Regression analysis is used to consider both additive and multiplicative relationships. The results generally support the hypothesized model.

DOI
10.1177/002224377301000209
Volume
10 (2)
Pages
184-190
Language
en
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Sources
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