A motivational process model of product involvement and consumer risk perception

@article{Dholakia2001AMP,
  title={A motivational process model of product involvement and consumer risk perception},
  author={U. Dholakia},
  journal={European Journal of Marketing},
  year={2001},
  volume={35},
  pages={1340-1362}
}
  • U. Dholakia
  • Published 2001
  • Psychology
  • European Journal of Marketing
Within consumer psychology, both product involvement and perceived risk are viewed tobe motivational constructs, influencing subsequent consumer behaviors such as information search and dissemination, as well as extensiveness of the decision‐making process. While these constructs are closely related, extant research reveals considerable ambiguity regarding the psychological mechanisms by which components of these two constructs influence one another. This article presents a conceptual… Expand
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