A higher-order model of risk propensity

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

Research output: Contribution to journalArticle

7 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)741-744
Number of pages4
JournalJournal of Business Research
Volume62
Issue number7
DOIs
Publication statusPublished - Jul 2009

Fingerprint

Risk propensity
Price consciousness
Conceptualization
Factors
Consumer risk
Inherent risk
Paradigm
Perceived risk
Marketing research
Risk factors
Perceived price
Risk taking

Keywords

  • Perceived risk
  • Risk
  • Risk propensity
  • Risk taking

ASJC Scopus subject areas

  • Marketing

Cite this

A higher-order model of risk propensity. / Sharma, Dheeraj; Alford, Bruce L.; Bhuian, Shahid N.; Pelton, Lou E.

In: Journal of Business Research, Vol. 62, No. 7, 07.2009, p. 741-744.

Research output: Contribution to journalArticle

Sharma, Dheeraj ; Alford, Bruce L. ; Bhuian, Shahid N. ; Pelton, Lou E. / A higher-order model of risk propensity. In: Journal of Business Research. 2009 ; Vol. 62, No. 7. pp. 741-744.
@article{cbe9a4cd4453485fa6a39135e624f238,
title = "A higher-order model of risk propensity",
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 = "Perceived risk, Risk, Risk propensity, Risk taking",
author = "Dheeraj Sharma and Alford, {Bruce L.} and Bhuian, {Shahid N.} and Pelton, {Lou E.}",
year = "2009",
month = "7",
doi = "10.1016/j.jbusres.2008.06.005",
language = "English",
volume = "62",
pages = "741--744",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier Inc.",
number = "7",

}

TY - JOUR

T1 - A higher-order model of risk propensity

AU - Sharma, Dheeraj

AU - Alford, Bruce L.

AU - Bhuian, Shahid N.

AU - Pelton, Lou E.

PY - 2009/7

Y1 - 2009/7

N2 - 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.

AB - 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.

KW - Perceived risk

KW - Risk

KW - Risk propensity

KW - Risk taking

UR - http://www.scopus.com/inward/record.url?scp=67349268977&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=67349268977&partnerID=8YFLogxK

U2 - 10.1016/j.jbusres.2008.06.005

DO - 10.1016/j.jbusres.2008.06.005

M3 - Article

AN - SCOPUS:67349268977

VL - 62

SP - 741

EP - 744

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

IS - 7

ER -