Perceived risk and risk relievers: An empirical investigation

Abstract

A set of hypotheses related to the importance of four types of perceived risks in nine product classes were examined. Simultaneously the relieving ability of nine risk-reducing strategies was investigated. Brand loyalty for the non-durable experience goods, money-back guarantee and store image for the durable experience goods and shopping for the search goods ranked among the best risk relievers. It was also showed that it is sometimes possible to predict from knowledge of the type of risk that is ranked as highest which risk reliever will be ranked as highest.