Attitude and Risk: Exploring the Relationship: ABSTRACT

The attitude and risk constructs each enjoy prominence in marketing research. Attitude is conceptualized and widely accepted as a construct predicated on beliefs. Risk shares the same conceptual underpinning, for risk is predicated on expectations, itself a beliefbased concept. The idea of two const...

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Bibliographic Details
Published in:Psychology & marketing 1995-03, Vol.12 (2), p.135
Main Authors: Stone, Robert N, Barry, Mason J
Format: Article
Language:English
Subjects:
Attitudes
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Summary:The attitude and risk constructs each enjoy prominence in marketing research. Attitude is conceptualized and widely accepted as a construct predicated on beliefs. Risk shares the same conceptual underpinning, for risk is predicated on expectations, itself a beliefbased concept. The idea of two constructs predicated on beliefs presents a possible conceptual overlap between the two constructs depending upon the nature of these beliefs. No research, however, has investigated the two constructs in such a beliefs similarity context. Thus, this research explored the proposition that in situation-specific instances risk may share a number of beliefs in common with attitude and, as such, is not to be viewed as a construct separate from attitude, but as an integral, inherent component of attitude formation.
ISSN:0742-6046
1520-6793