Every purchase decision involves some level of risk. There are several types of risk that can discourageconsumers from either making a choice or delaying the purchase decision. The following are common types of risk:1)
Functional or Performance Risk:
If I buy Product X, will it actually deliver the benefits it promises?2)
Financial Risk:
If I buy Product X, will I lose money? Will I find it does not give the anticipated value for the money? Can I find the same product for a lower price somewhere else?3)
Psychological Risk:
If I buy Product X, will owning it in any way damage my self-image, self-confidenceor ego?4)
Social Risk:
If I buy Product X, will other people think less of me because I made a socially unacceptablechoice?5)
Physiological Risk:
If I buy Product X, is there potential for physical harm because I selected a product of inferior quality, one beyond my ability to use properly or one that is poorly manufactured?6)
Time Risk:
If I buy Product X and it proves inadequate, how much of my time will I have wasted in searchor will my use of the item require more time than I had anticipated or am willing to give?7)
Linked-Decision Risk:
If 1 buy Product X, will this result in additional purchases of other goods or services as a direct result of having selected this item?
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