Scaling and dimensionalizing perceived risk from ratings data: Managers' risk perception of business computers

Chezy Ofir; Gordon G. Bechtel

doi:10.1007/BF00435300

Scaling and dimensionalizing perceived risk from ratings data: Managers' risk perception of business computers

Chezy Ofir^*, Gordon G. Bechtel

^*Corresponding author for this work

BA Business Department

Research output: Contribution to journal › Article › peer-review

4 Scopus citations

Abstract

A model for dimensionalizing and scaling perceived risk is presented. The scaling procedure provides risk values at the brand and category level on each of several risk dimensions. The model is illustrated with business managers' risk assessments of microcomputer profiles. The relative importance of various intrinsic and extrinsic cues in determining these perceptions was examined as part of the validation procedure for the several risk scales.

Original language	English
Pages (from-to)	171-179
Number of pages	9
Journal	Marketing Letters
Volume	1
Issue number	2
DOIs	https://doi.org/10.1007/BF00435300
State	Published - Jun 1990

Keywords

Extrinsic Product Cues
Intrinsic Product Cues
Perceived Risk
Risk Dimensions

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10.1007/BF00435300

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abstract = "A model for dimensionalizing and scaling perceived risk is presented. The scaling procedure provides risk values at the brand and category level on each of several risk dimensions. The model is illustrated with business managers' risk assessments of microcomputer profiles. The relative importance of various intrinsic and extrinsic cues in determining these perceptions was examined as part of the validation procedure for the several risk scales.",

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Scaling and dimensionalizing perceived risk from ratings data: Managers' risk perception of business computers

Abstract

Keywords

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