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1、TheRoleofRiskinConsumerBehaviorAuthor(s):JamesW.TaylorReviewedwork(s):Source:JournalofMarketing,Vol.38,No.2(Apr.,1974),pp.54-60Publishedby:AmericanMarketingAssociationStableURL:http://www.jstor.org/stable/1250198.Accessed:28/01/201311:02YouruseoftheJSTORarchiveindicatesyouracceptanc
2、eoftheTerms&ConditionsofUse,availableat.http://www.jstor.org/page/info/about/policies/terms.jsp.JSTORisanot-for-profitservicethathelpsscholars,researchers,andstudentsdiscover,use,andbuilduponawiderangeofcontentinatrusteddigitalarchive.Weuseinformationtechnologyandtoolstoincreaseprod
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4、subjecttoJSTORTermsandConditionsJamesW.TaylorTheRoleofRiskinConsumerBehaviorAcomprehensiveandoperationaltheoryofrisktakinginconsumerbehavior.AYMONDBauerfirstformallyproposedthattomean"systematicexplanation."AtheoryRconsumerbehaviorbeviewedasrisktakingisastructurewhichdescribesthewor
5、kingsin1960.1Overadozenyearshavepassedsinceandinterrelationsofthevariousaspectsofthatproposalwasmade,andduringthatperiodsomephenomenon.2asubstantialbodyofresearchhasbeenconductedandpublished.However,mostofthisresearchOverviewoftheTheoryhasexaminedrelativelynarrowaspectsofriskThecent
6、ralproblemofconsumerbehavioristakingandhasbeenconductedwithoutabroader,choice.Sincetheoutcomeofachoicecanonlycomprehensivetheoreticalstructure.Thislackofbeknowninthefuture,theconsumerisforcedacomprehensivetheoryofrisktakingseemstotodealwithuncertainty,orrisk.Perceptionofhaveworkedto
7、obscuretheemergingpictureofriskisonepivotalaspectofconsumerbehaviorriskasthepivotalelementinconsumerbehavior.becauseriskisoftenperceivedtobepainfulinFurther,onceperceivedriskhasbeenidentifiedthatitmayproduceanxiety,inwhichcaseitinapurchasesituation,thereseemstobesomemustbedealtwithi
8、nsomemannerbythecon
