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1、JOURNALOFTHEACADEMYOFMARKETINGSCIENCEConcharetal./RISKPROCESSING10.1177/0092070304267551ARTICLEFALL2004AnIntegratedFrameworkfortheConceptualizationofConsumers’Perceived-RiskProcessingMargyP.ConcharEastCarolinaUniversityGeorgeM.ZinkhanUniversityofGeorgiaCaraPetersWi
2、nthropUniversitySergioOlavarrietaUniversidaddeChileResearchonriskisbuiltonacomplexarrayofdiverseandKeywords:consumerbehavior;perceivedrisk;riskpro-sometimesinconsistentdefinitions,constructs,models,cessing;riskaffinity;inherentrisk;riskat-andoutcomes.Thisstudyexami
3、nesvariousliteraturestotention;riskframing;riskassessment;riskformulateanintegratedframeworkfortheconceptualiza-evaluation;risk-takingpropensitytionofperceived-riskprocessing.Theframeworkspecifiesthreephases(framing,assessment,andevaluation)andtheiraccompanyingoutc
4、omesofriskattention,perceivedTheconceptofriskisimportantforunderstandingrisk,andrisk-takingpropensity.Explicitlinkagesarehowconsumersmakechoices(Grewal,Gotlieb,andspecifiedbetweensituationalandindividualcharacteris-Marmorstein1994;Hoover,Green,andSaegert1978;tics.P
5、erceived-riskevaluationisidentifiedasconceptu-Mitchell1999).Bauer([1960]1967)and,morerecently,allydistinctfromassessmentofperceivedrisk,andtheIngeneandHughes(1985)proposeriskasthecorecon-constructofrisk-takingpropensityisseparatedfromthoseceptforconsumertheory.Cox(
6、1967)iscreditedwithofriskaffinityandperceivedrisk.Theframeworkfurtherdevelopingtheseminalmodelofperceivedrisk,andmuchpresentspointsofintersectionbetweentheliteraturesonofthemorerecentliteraturetakesintoaccounthiswork.perceivedriskandtheliteraturesonconsumerdecision
7、-Evenlookingbeyondconsumerbehavior,theconceptofmaking,informationsearch,andsatisfaction.Finally,itriskcannotbeseparatedfromthatofchoices.Decisionsservesasananchorforframingfutureresearchtopromoteaboutriskarealwaysaboutchoicesamongalternatives,conceptualandmethodolo
8、gicalconsistency,andtoguideeachofwhichischaracterizedbyavarietyofrelevantprogressindirectionsthatareconsistentwithsomelead-attributes,includingth
