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A higher-order model of risk propensity

Author

Listed:
  • Sharma, Dheeraj
  • Alford, Bruce L.
  • Bhuian, Shahid N.
  • Pelton, Lou E.

Abstract

This study extends the paradigm of risk propensity and empirically investigates a higher-order risk propensity model. Past marketing research on risk propensity offers conflicting conceptualization and theorization. Additionally, past research viewed risk propensity as a first-order construct. The present study extends consumers' risk propensity concept, proposing and empirically assessing a higher-order model with three first-order factors, namely, risk risk-taking attitude, perceived risk, and price consciousness. In this view, the three fist-order factors are shaped by the individual's inherent risk propensity.

Suggested Citation

  • Sharma, Dheeraj & Alford, Bruce L. & Bhuian, Shahid N. & Pelton, Lou E., 2009. "A higher-order model of risk propensity," Journal of Business Research, Elsevier, vol. 62(7), pages 741-744, July.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:7:p:741-744
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