Percezione del rischio ed emozioni nei comportamenti di acquisto: aspetti teorici ed evidenze empiriche

Aim of this paper is to report the results of a study conducted on risk perception, severity of perceived consequences, probability of perceived harm and emotion in shopping of clothing items. 246 adult participants answered to a questionnaire concerning the four areas of research. Main results show that when one buys an expansive cloth item, risk perception of psycho-social aspects is highest and when one shops a cheap cloth item risk perception, of objective aspects of items, increases; participants tell that when they buy an expansive cloth both emotions increase. Only for the shop of expensive clothing items, negative emotions influence perception of probability that a negative event happens and positive emotions affect on severity of perceived consequences.;

Marco Giovanni Mariani, Percezione del rischio ed emozioni nei comportamenti di acquisto: aspetti teorici ed evidenze empiriche in "RISORSA UOMO " 3/2007, pp 341-357, DOI: