An Exploration of Perceived Risk and Willingness to Try New Products
Open Access
- 28 November 1967
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 4 (4), 368-372
- https://doi.org/10.1177/002224376700400405
Abstract
Consumer decisions about new products are generally recognized as potentially high risk situations. This article explores as a dimension of cognitive style the relationship between willingness to try new products and willingness to accept different forms of risk. Data suggest that cognitive style relates to trying new products.Keywords
This publication has 3 references indexed in Scilit:
- Perceived Risk and Consumer Decision-Making—The Case of Telephone ShoppingJournal of Marketing Research, 1964
- Cognitive risk and environmental change.The Journal of Abnormal and Social Psychology, 1961
- The measurement and correlates of category width as a cognitive variable1Journal of Personality, 1958