PERCEIVED RISK AND CONSUMER PROTECTION STRATEGIES

Ph.D Student Patricea Elena Bertea
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Ph.D Student Patricea Elena Bertea: University “A. I. Cuza”, Faculty of Economics and Business Administration, Iasi, Romania

Revista Tinerilor Economisti (The Young Economists Journal), 2010, vol. 1, issue 14S, 43-54

Abstract: The study of perceived risk is one of the major behavioral determinants. Most of the literature analyzes perceived risk in relation to risk relievers and their role in consumer behavior. A risk reliever is a device or an action initiated by the purchaser or the seller in order to reduce the perceived risk, and acts as protection strategy that is usuallyapplied by consumers who are facing a risky choice situation. With the emergence of new technologies in the retail industry, analyzing new types of risk relievers has become of great interest for the scientific community as well for marketing practitioners. The purpose of this study is to reveal significant theoretical contributions to the development of perceived risk and risk reducing strategies.

Keywords: Perceived risk; risk relievers; telephone shopping; e-commerce; consumer behavior (search for similar items in EconPapers)
JEL-codes: M10 M31 (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:aio:rteyej:v:1:y:2010:i:14s:p:43-54

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