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In this paper, the main objective will be to discuss the factors which can influence the usage of risk reducing strategies found in the literature over the past 30 years. Some of the factors which have relatively consistent effects include age, socio‐economic group, education while other factors show complex effect e.g. self‐confidence, loss‐type and product risk. On the whole, the literature on risk reduction and how it is affected is unable to provide would‐be researchers with clear guidance for questionnaire construction and research design.

For over 30 years the topic of Perceived Risk has been of interest to consumer behaviour researchers. However, by far the majority of the literature has focused on applications of perceived risk rather than the testing of the concept itself or parameters which affect it. Such a critical generalisation does not discount the fact that there have been some notable contributions to the literature. In order to better understand a construct or phenomenon one must subject it to various tests or stimuli and assess its reaction. By examining perceived risk under various conditions, e.g., how it alters with demographics or purchase type, one can build up an improved understanding of how it operates. This knowledge may eventually lead to a model of the construct which will contain the various risk components, the factors which affect the construct and the degree to which they affect it. It was partly to this end that the present study was undertaken. It examines one facet of consumer behaviour which may affect risk perception and reduction, namely the recency of purchase.

Perceived consumer risk is explored in relation to online (Internet) purchasing using a cross‐national sample (N=562) from the United States, Canada and U.K. Objectives of the study are to determine if experience in online purchasing reduces perceived risk, if perceived risk varies across product/service categories and if certain types of risk are more important in purchasing certain products/services. Lastly, does national culture affect perceptions of risk? Results are discussed and suggestions are offered to managers on how to reduce perceived risk, thus increasing online purchasing in the three countries examined.

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/00251749310036306. When citing the article, please cite: V.-W. Mitchell, (1993), “Handling Consumer Complaint Information: Why and How?”, Management Decision, Vol. 31 Iss: 3.

Knight's Industrial Law Reports goes into a new style and format as Managerial Law This issue of KILR is restyled Managerial Law and it now appears on a continuous updating basis rather than as a monthly routine affair.

Wine is widely regarded as a ‘complicated’ product and for the majority of consumers the purchasing of wine in the retail situation evokes considerable risk. Marketers are therefore constantly and increasingly trying to demystify wine in order to reduce the perceived risk levels of consumers in the purchase situation. Most previous research in the area of perceived risk literature tended to focus on the concept of risk and its measurement rather than on risk‐reduction. This study examined the preferred risk‐reduction strategies (RRS) employed by identified wine‐related lifestyle segments in the Australian wine market and linked these strategies to the wine retail environment. Relying on favourite brands or so‐called ‘safe brand’ buying was found to rank highest as a risk reduction strategy in the commercial (under $15 per bottle) and premium‐to super‐premium ($15‐$25) price ranges while the opportunity to try before buying ranked highest in the ultra‐premium ($25) price range. The results obtained have major implications for retailers and form the foundation for a competitive advantage. It also indicates the direction for future research in this strategically important area of wine consumer behaviour.

Geodemographics is a growing science with increasing applications in marketing. The release of the 1991 census data will stimulate activity within a market already rapidly changing in nature. Discusses some of the results of a Delphi study with leading figures within the industry in the context of the industry′s future development.

Since consumers are being provided with ever‐increasing amounts of information, there is an increasing need to study the way in which they handle purchasing information. Investigates the effect of buy‐frequency on one theory of consumer decision making: Perceived Risk Theory. Survey data from 100 consumers revealed that in general perceived risk decreased as buy‐frequency increased, but only for high‐value products and services and not as much as expected. High‐value services showed considerably less risk decrease as buy‐frequency increased than did high‐value products, possibly due to their heterogeneity. Experienced purchasers place more emphasis on pre‐purchase product trial and purchasing well‐known brands for high‐value goods and store image and brand loyalty for low‐value goods, than inexperienced purchasers. Discusses the implications for perceived risk measurement as well as retailing.

May 12,1967 Factory — Dangerous machinery (fencing) — Guard provided and ready for use — Machine being re‐set — Guard provided for operation not used by workman — Whether machine “fenced” — Workman re‐setting machine without calling on help of assistant — Whether reckless — Whether amounting to contributory negligence — Factories Act, 1961 (9 & 10 Eliz.II, c.34), ss. 14,16.

Due to the rising number of product, service, and shopping possibilities available to consumers, food shopping has become increasingly more complex. As a result, consumers can become confused, and this state of confusion may influence their purchase behaviour (e.g. may cause them to not buy a product) and the personal needs they have in a shopping environment (e.g. certification to signal product quality, salesperson consultation for assistance in decision making, or governmental regulation). However, trust can reduce complexity, and may thereby moderate the influence of consumer confusion for negative outcomes. The purpose of this paper is to identify outcomes of consumer confusion and to investigate the moderating role of broader-scope trust on the negative outcomes of this confusion.

A conceptual model was developed to study potential negative outcomes of consumer confusion. In order to assess consumer confusion and the degree of negative outcomes, a telephone survey method for the questionnaire was applied, querying 516 participants who regularly bought food products.

The results clearly suggest that consumer confusion evokes various negative outcomes that are of relevance for food retailing. The intensity of the influence of consumer confusion on several of those negative outcomes could be decreased by broader-scope trust. Further, an interaction effect linked to gender was observed.

To the best of the knowledge, this is the first international journal publication on the moderating role of trust on the outcomes of consumer confusion.