The Role of Risk in Consumer Behavior精选.pdfVIP

The Role of Risk in Consumer Behavior Author(s): James W. Taylor Reviewed work(s): Source: Journal of Marketing, Vol. 38, No. 2 (Apr., 1974), pp. 54-60 Published by: American Marketing Association Stable URL: /stable/1250198 . Accessed: 28/01/2013 11:02 Your use of the JSTOR archive indicates your acceptance of the Terms Conditions of Use, available at . /page/info/about/policies/terms.jsp . JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@. . American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing. This content downloaded on Mon, 28 Jan 2013 11:02:27 AM All use subject to JSTOR Terms and Conditions James W. Taylor The Role of Risk in ConsumerBehavior A comprehensive and operational theory of risk taking in consumer behavior. R AYMOND Bauer first formally proposed that to mean systematic explanation. A theory consumer behavior be viewed as risk taking is a structure which describes the workings in 1960.1 Over a dozen years have passed since and interrelations of the various aspects of that proposal was made, and during that period some phenomenon.2 a substantial body of research has been conducted and published. However, most of this research Overview of