Premium
Attitude and risk: Exploring the relationship
Author(s) -
Stone Robert N.,
Barry Mason J.
Publication year - 1995
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220120205
Subject(s) - construct (python library) , psychology , proposition , attitude , context (archaeology) , social psychology , similarity (geometry) , underpinning , epistemology , paleontology , philosophy , civil engineering , artificial intelligence , computer science , engineering , image (mathematics) , biology , programming language
The attitude and risk constructs each enjoy prominence in marketing research. Attitude is conceptualized and widely accepted as a construct predicated on beliefs. Risk shares the same conceptual underpinning, for risk is predicated on expectations, itself a beliefbased concept. The idea of two constructs predicated on beliefs presents a possible conceptual overlap between the two constructs depending upon the nature of these beliefs. No research, however, has investigated the two constructs in such a beliefs similarity context. Thus, this research explored the proposition that in situation‐specific instances risk may share a number of beliefs in common with attitude and, as such, is not to be viewed as a construct separate from attitude, but as an integral, inherent component of attitude formation. © 1995 John Wiley & Sons, Inc.