An Integrated Framework for the Conceptualization of Consumers Perceived-Risk Processing推荐.pdfVIP

JOURNAL OF THE ACADEMY OF MARKETING SCIENCEConchar et al. / RISK PROCESSING10.1177/0092070304267551 ARTICLE FALL 2004 An Integrated Framework for the Conceptualization of Consumers’ Perceived-Risk Processing Margy P. Conchar East Carolina University George M. Zinkhan University of Georgia Cara Peters Winthrop University Sergio Olavarrieta Universidad de Chile Research on risk is built on a complex array of diverse and Keywords: consumer behavior; perceived risk; risk pro- sometimes inconsistent definitions, constructs, models, cessing; risk affinity; inherent risk; risk at- and outcomes. This study examines various literatures to tention; risk framing; risk assessment; risk formulate an integrated framework for the conceptualiza - evaluation; risk-taking propensity tion of perceived-risk processing. The framework specifies three phases (framing, assessment, and evaluation) and their accompanying outcomes of risk attention, perceived The concept of risk is important for understanding risk, and risk-taking propensity. Explicit linkages are how consumers make choices (Grewal, Gotlieb, and specified between situational and individual characteris- Marmorstein 1994; Hoover, Green, and Saegert 1978; tics. Perceived-risk evaluation is identified as conceptu- Mitchell 1999). Bauer ([1960] 1967) and, more recently, ally distinct from assessment of perceived risk, and the Ingene and Hughes (1985) propose risk as the core con- construct of risk-taking propensity is separa