Perceived Risk Scale

What it measures

Measures the subjective uncertainty and adverse consequences consumers associate with purchase decisions across five risk dimensions. Jacoby & Kaplan's multidimensional framework is foundational to consumer risk research. Perceived risk is a key barrier to purchase, especially in high-involvement and online contexts.

Representative items

• I am concerned that this product might not be worth the financial investment. (Financial Risk)
• I am not sure this product will work as well as it should. (Performance Risk)
• I am concerned that this product could damage my health or safety. (Physical Risk)
• I am concerned about how this purchase will make me feel about myself. (Psychological Risk)
• I am concerned about what others will think if I buy this product. (Social Risk)

Citation

Jacoby, J., & Kaplan, L.B. (1972). The components of perceived risk. Proceedings of the Third Annual Conference of the Association for Consumer Research (pp. 382–393).