Abstract
In organizational buying, perceived risk has two aspects: personal risk and corporate risk. This paper examines the amount of perceived personal risk faced by various demographic groups of purchasing executives. The findings indicate that the stress and anxiety caused by perceived personal risk are somewhat universally experienced by purchasing executives in the modified rebuy. Consequently, coping mechanisms may be useful to purchasing executives in any size company, regardless of years of purchasing experience, years worked for present employer, or income level. In addition, the findings indicate that attempts to identify high personal risk perceivers can not depend upon these easily observed demographics.
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© 2015 Academy of Marketing Science
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Hawes, J.M., Mast, K.E., Barnhouse, S.H. (2015). Perceived Personal Risk: An Examination Across Demographic Groups of Purchasing Executives. In: Bahn, K. (eds) Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17046-6_67
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DOI: https://doi.org/10.1007/978-3-319-17046-6_67
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17045-9
Online ISBN: 978-3-319-17046-6
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