The Moderating Effect of Perceived Risk on Consumers’ Evaluations of Product Incongruity: Preference for the Norm

By Margaret C. Campbell, R. C. Goodstein. 2001

675 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, General Decision Sciences, Marketing

View Paper: https://www.semanticscholar.org/paper/a951fa1bd103ac899f3473922364bec7ffc7aae7

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Citations in the corpus

The moderator effects of perceived risk, objective knowledge and certainty in the satisfaction–loyalty relationship (2011, background): “Thus, it is more appropriate to define a global assessment of perceived risk as a moderator (Campbell and Goldstein, 2001; Gurhan-Canli and Batra, 2004) compared with risk as an attribute (antecedents) forming the general evaluation of or satisfaction with a product (e.g. Angulo and Gil, 2007; Tuu…”
An Empirical Analysis of Shopping Behavior Across Online and Offline Channels for Grocery Products: The Moderating Effects of Household and Product Characteristics (2010, background): “Heavy online shoppers are the least price sensitive in the offline stores.”
Exploring consumers perceived risk and trust for mobile shopping: A theoretical framework and empirical study (2018, result): “As observed by Hubert et al. (2017), mshopping consumers often perceive a variety of concerns which are often context dependent (Campbell and Goodstein, 2001), thus supporting further examination into risk antecedents.”
How Visual Brand Identity Shapes Consumer Response (2014, background): “For example, Campbell and Goodstein (2001) find that, in all the buying situations tested, congruent brand extensions are liked more than incongruent brand extensions because of the lessened risk and uncertainty in the purchase decision.”
The Good, the Bad, and the Unfamiliar: The Challenges of Reputation Formation Facing New Firms (2007, background): “For example, in the context of new products, consumers who are highly motivated strive for greater accuracy in processing information about the brand (Campbell & Goodstein, 2001).”
How do enhanced and unique features affect new product preference? The moderating role of product familiarity (2007, background): “As Mandler (1982, p. 22) explains, “slightly incongruous events are usually interesting and positively valued.” However, if the stimulus is highly incongruent, it will be perceived as too risky, which may override the enjoyment brought by its perceived differentiation and result in a less positive e”
An exploration of consumer resistance to innovation and its antecedents (2009, methodology): “For example, past research has indeed suggested relationships between various types of risk (e.g., Campbell & Goodstein, 2001).”
Exploring How Intangibility Affects Perceived Risk (2004, background): “Perceived risk is an important construct in the social sciences with a rich and varied history of research (Campbell and Goodstein 2001).”