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Marketing Letters

, Volume 1, Issue 2, pp 171–179 | Cite as

Scaling and dimensionalizing perceived risk from ratings data: Managers' risk perception of business computers

  • Chezy Ofir
  • Gordon G. Bechtel
Article

Abstract

A model for dimensionalizing and scaling perceived risk is presented. The scaling procedure provides risk values at the brand and category level on each of several risk dimensions. The model is illustrated with business managers' risk assessments of microcomputer profiles. The relative importance of various intrinsic and extrinsic cues in determining these perceptions was examined as part of the validation procedure for the several risk scales.

Key words

Perceived Risk Intrinsic Product Cues Extrinsic Product Cues Risk Dimensions 

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Copyright information

© Kluwer Academic Publishers 1990

Authors and Affiliations

  • Chezy Ofir
    • 1
  • Gordon G. Bechtel
    • 2
  1. 1.Hebrew University of JerusalemJerusalemIsrael
  2. 2.University of FloridaGainesvilleUSA

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