Information integration in consumer risk perception: A comparison of two models of component conceptualization

Rules used for integrating components of risk into an overall risk rating were examined for 60 undergraduates using N. H. Anderson's 1970 information integration methodology. 30 Ss received stimuli based on a model of risk components developed by J. R. Bettman (1973) and 30 received stimuli based on S. M. Cunningham's (1967) conceptualization. Results indicate that the theoretically expected combination rule, multiplication of components, was not upheld for either model. The Bettman model, although graphically displaying a diverging fan (multiplicative combination), showed a significant residual interaction after the bilinear portion of the interaction was removed. The Cunningham model showed a converging graphical pattern opposite to that expected, supporting a differential weighted averaging model. The development of a theoretical basis for models of consumer risk perception is proposed as a necessary step for future research. (15 ref) (PsycINFO Database Record (c) 2006 APA, all rights reserved). © 1975 American Psychological Association.

Duke Scholars

Author James R. Bettman Fuqua School of Business