publication . Article . Other literature type . 2001

A motivational process model of product involvement and consumer risk perception

Dholakia, Utpal M.;
  • Published: 01 Dec 2001 Journal: European Journal of Marketing, volume 35, pages 1,340-1,362 (issn: 0309-0566, Copyright policy)
  • Publisher: Emerald
Within consumer psychology, both product involvement and perceived risk are viewed tobe motivational constructs, influencing subsequent consumer behaviors such as information search and dissemination, as well as extensiveness of the decision‐making process. While these constructs are closely related, extant research reveals considerable ambiguity regarding the psychological mechanisms by which components of these two constructs influence one another. This article presents a conceptual motivational process model, explicating the processes by which involvement and consumer risk perceptions are caused, and influence one another, as well as subsequent behavioral res...
free text keywords: Marketing
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