The formation of consumer’s perceived risk and risk aversion in the context of innovation adoption: A qualitative research
The formation of consumer’s perceived risk and risk aversion in the context of innovation adoption: A qualitative research

Summary/Abstract: The level of perceived risk is acknowledged to determine the inovation adoption decision. Yet, despite being largely studied in a manifold of disciplines, we stil have a por understanding of its formation from a marketing perspective. This paper ofers valuable insight on how perceived risk and risk aversion evolve under diferent conditons and how the influence on adoption decision is made. We perform two focus groups and 10 in-depth interviews that enable us to build several counterintuitve paths that refute previous findings. Implications for management and science are discused and a new theory is proposed.

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