A Cross-National Study of Perceived Risk

THAT CONSUMERS perceive certain levels of risk when making purchases is a well established tenet in marketing. The levels of risk will vary with the type of product and with the person, but numerous works have indicated that risk is perceived, and that this perceived risk does exert an influence on purchasing behavior.' However, one qualification must be made when stating the relationship between perceived risk and purchasing behavior: the evidence to support its existence has come predominantly from studies conducted in the United States. For the most part, the international marketer must rely on knowledge of consumer behavior which has been developed within the United States. The vast majority of basic consumer research has been conducted in this country, and most of the available consumer theories with practical applications are based on this research.