The level of risk a consumer believes exists regarding the purchase of a good or service from a specific retailer is his or her ________.
A) real risk
B) purchase risk
C) perceived risk
D) cognitive dissonance

Question

Quizplus · Accepted Answer

Perceived risk refers to the level of risk that a consumer believes exists when purchasing a product or service from a particular retailer. Real risk refers to the actual risks associated with the purchase, while purchase risk is a type of perceived risk specifically related to financial loss. Cognitive dissonance refers to the discomfort or internal conflict that can arise after making a purchase decision.

The Level of Risk a Consumer Believes Exists Regarding the Purchase