Risk (Performance)
RISThe perceived degree of performance risk associated with a specified product
5 items
1994
α .90
Free
Grewal, D. J., & Marmorstein, H.
What it measures
A multiple-item Likert-type scale designed to measure the perceived degree of performance risk associated with a specified product.
Response format
9-point scale
Scale items
- How sure are you about the _________'s ability to perform satisfactorily? 2 (r)
- Considering the possible problems associated with __________'s performance, how much risk would you say
- In your opinion, do you feel that the new _________ if introduced would perform as well as other _________
- How confident are you of the ________'s ability to perform as expected?
- Do you feel that the ____________ will perform the functions that were described in the advertisement?
Full scale items shown. Always cite the original source when using this scale in research.
Usage notes & scoring
Internal consistency (alpha = .90) was reported in the primary study. Factor analytic procedures were used to support the scale's structural validity.
Citation
Grewal, Dhruv, Jerry Gotlieb, and Howard Marmorstein (1994), “The Moderating Effects of Message Framing and Source Credibility on the Price–Perceived Risk Relationship,” Journal of Consumer Research, 21 (June), 145–53.
Keywords
#advertising#persuasion#risk