An Investigation of Perceived Risk at the Brand Level

J. Paul Peter; Michael J. Ryan

doi:10.1177/002224377601300210

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An Investigation of Perceived Risk at the Brand Level

J. Paul Peter¹; Michael J. Ryan²

¹ Indiana State University · ² University of Alabama

Journal of Marketing Research 1976

Perceived risk is conceptualized in terms of expected negative utility associated with automobile brand preferences. Empirical evidence supports the notion that importance of loss is more useful as a segmentation variable than as a component in a multiplicative model. The findings also Indicate that probability of loss may operate at the handled risk level and importance of loss at the inherent risk level.

DOI: 10.1177/002224377601300210
Volume: 13 (2)
Pages: 184-188
Language: en
Export: BibTeX
Sources: crossref