A higher-order model of risk propensity

Dheeraj Sharma, Bruce L. Alford*, Shahid N. Bhuian, Lou E. Pelton

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

10 Citations (Scopus)


This study extends the paradigm of risk propensity and empirically investigates a higher-order risk propensity model. Past marketing research on risk propensity offers conflicting conceptualization and theorization. Additionally, past research viewed risk propensity as a first-order construct. The present study extends consumers' risk propensity concept, proposing and empirically assessing a higher-order model with three first-order factors, namely, risk risk-taking attitude, perceived risk, and price consciousness. In this view, the three fist-order factors are shaped by the individual's inherent risk propensity.

Original languageEnglish
Pages (from-to)741-744
Number of pages4
JournalJournal of Business Research
Issue number7
Publication statusPublished - Jul 2009
Externally publishedYes


  • Perceived risk
  • Risk
  • Risk propensity
  • Risk taking

ASJC Scopus subject areas

  • Marketing


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