9 décembre 2022

What Is the Definition of a Perceived Risk

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Research within the psychometric paradigm has focused on the role of affect, emotion and stigma in influencing risk perception. Melissa Finucane and Paul Slovic are among the most important researchers here. These researchers first challenged Starr`s paper by looking at expressed preference – the level of risk people are willing to accept. They found that, contrary to Starr`s basic assumption, people generally viewed most risks in society as unacceptable. They also found that the gap between voluntary and unintended risks was not as large as Starr claimed. As great importance is placed on the study of different types of consumer behaviour, the different theories of risk associated with consumer behaviour and theories of risk also become important. Hennig-Thurau, T., Gwinner, K. Walsh, G., P., & Gremler, D. D. (2004). Electronic word of mouth via consumer opinion platforms: what motivates consumers to express themselves on the Internet? J. Interaction. Mark.

18, 38-52. doi: 10.1002/dir.10073 Perceived physical risk is simply the fear that a product is dangerous and could harm or injure the consumer or another person. Parents may not buy certain toys because they are concerned that their children are not mature enough to play with these toys safely. For this reason, toys have the recommended age and restrictions on the packaging that can help parents better understand the real risk versus the perceived risk. If your company has a product that harms a person, it could be a media nightmare that could destroy your brand. Physical risk must be considered by business owners. SARF`s main thesis is that risk events interact with individual psychological, social and cultural factors in ways that increase or decrease public perception of risk. The behaviour of individuals and groups then creates secondary social or economic effects while increasing or decreasing the physical risk itself.

[25] Slovic, P., Fischhoff, B. and Lichtenstein, S. (1982). Why study risk perception? Risk analysis, 2, 83-93. A suitable example here would be a customer who thinks if the $525 dishwasher they want to buy is worth the investment. Again, this type of risk can be addressed by the manufacturer by providing information – such as life – about the product. Risk perception is people`s subjective judgment of the characteristics and severity of a risk. [1] [2] [3] Risk perception differs for actual risks because it is different from a variety of affective (emotions, feelings, moods, etc.), cognitive (severity of events, media coverage, risk mitigation measures, etc.), contextual (framing of risk information, availability of other sources of information, etc.) and individual (personality traits, previous experiences, age, etc.) Factors can be influenced. [3] Several theories have been proposed as to why different people assess the dangers of risks differently. [4] [5] Three main theoretical families have been developed: psychological approaches (heuristics and cognitive), anthropological/sociological approaches (cultural theory) and interdisciplinary approaches (social reinforcement of the risk framework). These perceived risks can be classified as social risks.

An example would be a consumer`s reluctance to wear a certain brand of clothing because it affects their social status. Another example of perceived social risk may be a customer who worries about whether a certain expensive dress would get approval from their parents, or even worries about whether a particular brand of tableware would complement their stylish and expensive dining table. This risk arises when the consumer fears that the purchase of the product may tax his monetary resources. Slovic, P., Fischhoff, B. and Lichtenstein, S. (1980). Facts and fears: Understand perceived risk. In R. C.

Schwing & W. A. Albers (Eds.), Societal risk assessment: How safe is safe enough? (pp. 181-216). New York: Plenum Press. This type of perceived risk is also easily addressed by the parent company, as it can easily allay the customer`s fears by providing them with information about the safety of the product. A simple example in this regard would be the customer`s doubts about microwave cooking. With several types of research indicating the harmful effects of microwave radiation, it`s natural for consumers to worry about whether microwave cooking is safe or not. To allay this fear, the manufacturing company can explain how safe food is when cooked in a certain material. Martin, J., Mortimer, G., & Andrews, L. (2015). Look at the online customer experience to include purchase frequency and perceived risk.

J. Retail trade. 25, 81–95. doi: 10.1016/j.jretconser.2015.03.008 There are essentially six types of perceived risks that can be observed in consumers. They are: When we calculate risk, we rarely rely on rational calculations, but we are influenced by emotional perceptions. In particular, it can lead to an overreaction to risks that trigger us emotionally and an underreaction to risks that don`t. Slovic, P., Fischhoff, B. and Lichtenstein, S. (1985).

Characterization of perceived risk. In: R. W. Kates, C. Hohenemser and J. X. Kasperson (eds.), Perilous progress: Managing the Hazarak of technologv. Boulder, Colorado: Westview Press.

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