Consumers can select products from a wide variety of
retail patronage alternatives. This article examines the
amount of perceived risk that is associated with shopping
at six different patronage modes. Department and
specialty stores are generally considered low risk modes,
while media advertisements represent the highest risk
alternative. This research also examines the importance
of various risk-handling tactics that may help the consumer
deal with the perceived risk involved with the selection
of a particular retail patronage mode.
Get full access to this article
View all access options for this article.
References
1.
Bauer, Raymond A.1960. "Consumer Behavior as Risk Taking." In Dynamic Marketing for a Changing World, Ed. Robert S. Hancock, 389-98. Chicago: American Marketing Association.
2.
Berens, John S.1971. "Consumer Costs in Product Failure." MSU Business Topics19 (Spring): 17-30.
3.
Bettman, James R.1973. "Perceived Risk and Its Components: A Model and Empirical Test." Journal of Marketing Research10 (May): 184-190.
4.
Cox, Donald F.1967. "Risk Handling in Consumer Behavior—An Intensive Study of Two Cases." In Risk Taking and Information Handling in Consumer Behavior. Ed. Donald F. Cox, 34-81. Boston : Harvard University Press.
5.
Cox. Donald F. and Stuart U. Rich.1964. "Perceived Risk and Consumer Decision-Making—The Case of Telephone Shopping." Journal of Marketing Research I (November): 32-39.
6.
Cunningham. Scott M.1967. "The Major Dimensions of Perceived Risk." In Risk Taking and Information Handling in Consumer Behavior. Ed. Donald F. Cox, 82-108. Boston: Harvard University Press.
7.
Darden. William R.1980. "A Patronage Model of Consumer Behavior." In Competitive Structure in Retail Markets: The Department Store Perspective . Eds. Ronald W Stampfl and Elizabeth Hirschman, 43-52. Chicago: American Marketing Association.
8.
Dash, Joseph F., Leon G. Schiffman, and Conrad Berenson.1976. "Risk-and Personality-Related Dimensions of Store Choice ." Journal of Marketing40 (January): 323-29.
9.
Granzin, Kent L. and Kathryn H. Schjelderup .1980. "Situationally-Determined Risk as an Influence on Buyer Behavior." In Evolving Marketing Thought for 1980, Eds. John H. Summey and Ronald D. Taylor, 127-31. Carbondale, IL: Southern Marketing Association.
10.
Hisrich, Robert D., Ronald J. Dornoff, and Jerome B. Kernan .1972. "Perceived Risk in Store Selection." Journal of Marketing Research9 (November): 435-39.
11.
Howard, John A. and Jagdish N. Sheth .1969. The Theory of Buyer Behavior . New York: John Wiley & Sons, Inc.
12.
Jacoby, Jacob and Leon B. Kaplan.1972. "The Components of Perceived Risk." In Advances in Cortsumer Research. Vol. L, Ed. M. Venkatcsan, 382-93. Urbana, IL: Association for Consumer Research.
13.
Locander, William B. and Peter W Hermann .1979. "The Effect of Self-Confidence and Anxiety on Information Seeking in Consumer Risk Rcdection." Journal of Marketing Research16 (May): 268-74.
14.
Lumpkin, James R. and Tom K. Massey.1983. "Convergent and Discriminant Validity of Alternative Perceived Risk Scales." In Marketing: Theories and Concepts For An Era of Change. Eds. John H. Summey et al., 257-60. Carbondale, IL: Southern Marketing Association.
15.
Popietarz, Donald T1967. "An Exploration of Perceived Risk and Willingness to Try New Products." Journal of Marketing Research4 (November): 368-72.
16.
Pras, Bernard and John O. Summers. 1978. "Perceived Risk and Composition Models for Multiattribute Decisions." Journal of Marketing Research15 (August): 429-37.
17.
Prasad, V Kanti.1975. "Socioeconomic Product Risk and Patronage Preference of Retail Shoppers." Journal of Marketing39 (July): 42-47.
18.
Puto, Christopher P., Wesley E. Patton, and Ronald H. King.1985. "Risk Handling Strategies in Industrial Vendor Selcction Decisions." Journal of Marketing49 (Winter): 89-98.
19.
Roselius, Ted.1971. "Consumer Rankings of Risk Reduction Methods." Journal of Marketing35 (January): 56-61.
20.
Ross, Ivan.1974. "Perceived Risk and Consumer Behavior: A Critical Review ." In Advances in Consumer Research. Vol. II., Ed. Mary J. Schlinger, 1-19. Urbana, IL: Association for Consumer Research.
21.
Sheth, Jagdish N. and M. Venkatesan.1968. "Risk-Reduction Processes in Repetitive Consumer Behavior." Journal of Marketing Research5 (August): 307-10.
22.
Spence, Homer E., James F. Engel, and Roger D. Blackwell .1970. "Perceived Risk in Mail-Order and Retail Store Buying." Journal of Marketing Research7 (August): 364-69.
23.
Taylor, James W.1974. "The Role of Risk on Consumer Behavior." Journal of Marketing38 (April): 54-60.
24.
Wind, Yoram and David Lerner.1979. "On the Measurement of Purchase Date: Surveys versus Purchase Diaries." Journal of Marketing Research16 (February): 39-47.
25.
Zikmund, William G., Wilbur W. Stanton.Mark Vincent, and Donald Sciglimpaglia .1982. "An Essay on Apples and Oranges: A Review of the Measures of Perceived Risk." A paper presented at the Southern Marketing Association Conference, New Orleans.
