A higher-order model of risk propensity

Dheeraj Sharma, Bruce L. Alford, Shahid N. Bhuian and Lou E. Pelton

Journal of Business Research, 2009, vol. 62, issue 7, 741-744

Abstract: This study extends the paradigm of risk propensity and empirically investigates a higher-order risk propensity model. Past marketing research on risk propensity offers conflicting conceptualization and theorization. Additionally, past research viewed risk propensity as a first-order construct. The present study extends consumers' risk propensity concept, proposing and empirically assessing a higher-order model with three first-order factors, namely, risk risk-taking attitude, perceived risk, and price consciousness. In this view, the three fist-order factors are shaped by the individual's inherent risk propensity.

Keywords: Risk; propensity; Risk; Risk; taking; Perceived; risk (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:62:y:2009:i:7:p:741-744

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