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Vrije Universiteit University, Amsterdam

risk

Three semantic differentials are used to measure the difficulty a person would have in making a purchase decision with regard to particular product category, with an emphasis on the extent to which the consumer would be personally disturbed about making a bad decision. Perhaps this means that the consumer thinks his/her pride would be damaged by making a poor choice. This appears to be a measure of the consequences component of perceived risk but it has been viewed by its users as a measure of a form of involvement.

Four, five-point Likert-type statements are purported to measure the extent to which a consumer considers some specified product class or brand as being hazardous to use. The product class examined by Griffin, Babin, and Attaway (1996) was power lawn tools.

Three, five-point Likert-type statements are purported to measure the extent to which a respondent thinks that a person who has received an injury using a product realized that such an unfortunate outcome was a possible consequence of using the product.

This is a ten-item, seven-point Likert-type scale measuring the degree to which a person reports him/herself to be interested in trying a variety of marketing-entities things such as new stores, restaurants, and brands.

This five-item Likert-type scale is used to measure the degree to which a person expresses enjoyment with taking risks. The scale was referred to as risk assessment by Bruning, Kovacic, and Oberdick (1985).