Perceived Risk

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Risk perception
Risk perception is the subjective judgment that people make about the characteristics and severity of a risk. The phrase is most commonly used in reference to natural hazards and threats to the environment or health, such as nuclear power. Several theories have been proposed to explain why different people make different estimates of the dangerousness of risks. Two major families of theory have been developed by social scientists: the Psychometric Paradigm and Cultural Theory.
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MONASH Marketing DictionaryDownload this dictionary
Perceived Risk
see Risk.

2004 (c) Copyright & Reprint Courtesy of the Dept. of Marketing, Faculty of Business and Economics, Monash University; edited by Mr. Don Bradmore.

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