Perfectionism and Risk Perception in the Market Place: How Perfectionism Affect Consumers’ Risk Perceptions and Choice?

We predict that consumers’ healthy conquest for perfectionism may counteract with their risk perceptions. We find that women with high standards and high self-worth are more likely to undergo a cosmetic procedure (a potentially risky decision) as they constantly strive for excellence and feel confident that their desires will materialize.



Citation:

Gizem Ceylan, Debbie MacInnis, and Ceren Kolsarici (2018) ,"Perfectionism and Risk Perception in the Market Place: How Perfectionism Affect Consumers’ Risk Perceptions and Choice?", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 180-181.

Authors

Gizem Ceylan, University of Southern California, USA
Debbie MacInnis, University of Southern California, USA
Ceren Kolsarici, Queens University, Canada



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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