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1、Intern.J.ofResearchinMarketing151998157±168.Productclasseffectsonperceivedrisk:Theroleofemotion)ArjunChaudhuriSchoolofBusiness,FairfieldUniÍersity,Fairfield,CT06430,USAReceived15July1996;accepted26September1997AbstractThearticleinvestigatesamodelofperceivedrisk.Evidence
2、forthemodelispresentedusinganaggregativedatasetof89productcategorieswhichwererandomlyselectedfromtheSICmanual.Resultsindicatethatluxuriesandnecessitiesarebothsignificantlyrelatedtoperceivedriskbutinverydifferentways.Itisalsodemonstratedthatpositiveandnegativeemotionalfac
3、torsmakeasubstantialcontributionasmediatorsofproductclasseffectsonperceivedrisk.Onceagain,theeffectsonperceivedriskareverydifferentforeachofthemediatingfactors.q1998ElsevierScienceB.V.Keywords:Perceivedrisk;Consumptionemotion;Luxuries;Necessities;Positiveaffect;Negativea
4、ffect;Productclasseffects;Aggregateanalysis1.Introductiontheexperientialaspectsofconsumption,HolbrookandHirschman1982,p.132acknowledgeina.Thedistinctionbetween`luxuries'and`necessi-footnotethattheyhaveomittedtoaccountforper-ties'asproductclasseshasbeenseentoaccountforce
5、ivedriskintheirtheoreticalframeworkdepictingimportantconsumerbehaviorphenomenaOlshavskytheroleofconsumptionemotioninconsumerbehav-andGranbois,1979;BeardenandEtzel,1982.How-.ior.Thus,theroleofemotionneedstobeincorpo-ever,theeffectsofproductclassaregenerallynotratedintoou
6、rpresentunderstandingofperceivedexaminedindepthwheninvestigatingperceivedrisk.risk.ThisstudylooksattheeffectofproductclassonMostinvestigationsofperceivedriskJacobyandperceivedriskandalsoexaminestheroleofemotionKaplan,1972;LutzandReilly,1974;Mitchellandinunderstandingthi
7、srelationship.ThefunctionsofGreatorex,1990;Verhageetal.,1990;Mitchell,emotioninconsumptionbehaviorhavebeenstudied1992useindividualconsumersastheunitsofanaly-.beforePietersandVanRaaij,1988buttherelation-.sisandexaminetheeffectsofonlyafewproductshipofemotiontoperceivedris
8、khasnotyetbeencategoriesatbest.Thus,anygeneralizationsfromconsidered.Infact,intheirgroundbreakingpapero
