Abstract
Perceived risk is typically examined as a global contruct, or one whose major dimensions can be ad-ditively or multiplicatively combined to provide an aggregate measure. This paper stresses that risk should be defined in terms of the specific problem areas found in a given buying decision. It is examined as the likelihood of loss and magnitude of loss resulting from six individual problem areas. Influence in purchase decision-making is viewed as situational, arising from the relative abilities of different individuals to handle the critical uncertainties contained in a vendor or product decision. Results of an exploratory study in which risk is operationalized and related to influence are described.
Access provided by Autonomous University of Puebla. Download to read the full chapter text
Chapter PDF
Similar content being viewed by others
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Morris, M.H. (2015). Dimensions of Perceived Risk in Organizational Buying Decisions. In: Lindquist, J.D. (eds) Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16973-6_9
Download citation
DOI: https://doi.org/10.1007/978-3-319-16973-6_9
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16972-9
Online ISBN: 978-3-319-16973-6
eBook Packages: Business and EconomicsBusiness and Management (R0)