The relative extent to which subjects employ six risk reduction strategies (RRSs) in two different risk conditions and on each of nine experimental trials is examined in the context of a brand choice decision (BCD) task. It was expected that there would occur: (1) a decline in the use of RRSs over trials, (2) a greater use of RRSs in a high inherent risk (HIR) condition than in a low inherent risk (LIR) condition an average over trials, and (3) a more rapid decrease in the use of RRSs over trials in the LIR condition. Although a decline apparently occurred in use of two of the five RRSs over trials, none of the other expectations were supported. Post hoc analyses suggest that methodological problems confounded the results. Nevertheless, both the theoretical model which integrates several consumer behavior research areas and the findings have significance for future research in these areas.