At Risk of Feeling Too Safe: Risk Compensation in Consumers

Risk compensation theory predicts that consumers counteract situational changes in terms of perceived risk. However, this theory received criticism for lack of theoretical underpinnings. We base ourselves on literature about self-verification to conduct two studies that show a generalized effect, driven by risk perception and with boundaries in regulatory focus.


Bart Claus and Luk Warlop (2013) ,"At Risk of Feeling Too Safe: Risk Compensation in Consumers", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 300-301.


Bart Claus, Iéseg School of Management, France
Luk Warlop, KU Leuven, Belgium/BI Oslo, Norway


E - European Advances in Consumer Research Volume 10 | 2013

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