Cette recherche traite de l'expérience de prise de risque perçue par le consommateur au travers des émotions anticipées positives. Une quasi-expérimentation en ligne a été menée sur deux catégories de service considérées comme risquées: les placements financiers et les sports extrêmes. Les résultats montrent le rôle modérateur de la catégorie de service dans la relation entre le risque perçu saillant et les émotions. Celles-ci s'avèrent être les seuls antécédents de l'intention d'achat.
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