The Impact of Perceived Risk on Brand Preference

Mark G. Dunn, University of Notre Dame
Gerald U. Skelly, University of Mississippi
Russell G. Wahlers, University of Notre Dame
ABSTRACT - This paper examines the relationship between perceived risk and brand preference in four supermarket product categories. One hundred and three individuals were surveyed and the findings suggest that perceived risk is significantly associated with brand preference. A closer examination of the aggregated risk model indicates that disaggregation of the model (i.e., breaking the model into its individual risk dimensions) will likely improve its ability to explain brand preference. The results also suggest that the perceived risk of competing brands should be considered in the analysis. Extending the risk model to include the perceived risk of competitive brands improves the usefulness of the perceived risk construct.
[ to cite ]:
Mark G. Dunn, Gerald U. Skelly, and Russell G. Wahlers (1986) ,"The Impact of Perceived Risk on Brand Preference", in NA - Advances in Consumer Research Volume 13, eds. Richard J. Lutz, Provo, UT : Association for Consumer Research, Pages: 663.

Advances in Consumer Research Volume 13, 1986      Page 663

THE IMPACT OF PERCEIVED RISK ON BRAND PREFERENCE

Mark G. Dunn, University of Notre Dame

Gerald U. Skelly, University of Mississippi

Russell G. Wahlers, University of Notre Dame

ABSTRACT -

This paper examines the relationship between perceived risk and brand preference in four supermarket product categories. One hundred and three individuals were surveyed and the findings suggest that perceived risk is significantly associated with brand preference. A closer examination of the aggregated risk model indicates that disaggregation of the model (i.e., breaking the model into its individual risk dimensions) will likely improve its ability to explain brand preference. The results also suggest that the perceived risk of competing brands should be considered in the analysis. Extending the risk model to include the perceived risk of competitive brands improves the usefulness of the perceived risk construct.

For further information, write to:

Professor Mark G. Dunn / Department of Marketing / College of Business Administration / University of Notre Dame / Notre Dame, IN 46556

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