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Social construction of consumer risk assessments
Author(s) -
SAPP STEPHEN G.,
HARROD WENDY J.,
ZHAO LIJUN
Publication year - 1994
Publication title -
journal of consumer studies and home economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 0309-3891
DOI - 10.1111/j.1470-6431.1994.tb00679.x
Subject(s) - risk perception , perspective (graphical) , perception , social risk , psychology , structural equation modeling , risk assessment , social psychology , process (computing) , risk analysis (engineering) , actuarial science , marketing , applied psychology , business , economics , computer science , statistics , artificial intelligence , management , mathematics , neuroscience , operating system
Subjects in a laboratory experiment were randomly assigned to a condition wherein they were able to discuss potential benefits and risks of a new technology within a small group, or a condition wherein they evaluated the new technology as individuals only. Structural equation analysis indicated that perceived risk, when formed through contact with others, had a significantly different impact on risk response, as measured by intentions and behaviour, than perceived risk that was formed without contact with others. Incorporating a social process perspective and methodology into future research may provide improved understanding of the determinates of consumer risk perception and of the relationship between risk perception and risk response.