Consumer Involvement in Product Choice: Role of Perceived Risk

Abstract

Perceived risk is considered to be a key antecedent of consumer involvement and has been studied widely in varied contexts. However, decomposing the perceived risk and analyzing each dimension of risk and types of risk has been attempted only by a few researchers. This paper attempts to address this issue and presents the findings of a study. The findings indicate that the dimensions of consumer involvement are positively associated with consumer involvement. Among the six types of perceived risk, only financial performance, social and time risks were found to be positively associated with consumer involvement. The implications for managers are also discussed in the paper.