| Abstract: | This study investigates the relationship between emotion, reason and perceived risk. Evidence is presented using an aggregative data set of 146 products and services which were randomly selected from the SIC (Standard Industrial Classification Codes) manual. It is demonstrated that emotional factors account for a significant and substantial portion of the variance in perceived risk even after the effect of rational factors (perceived differences between alternatives) has been taken into account. It is suggested that emotion be explicitly modelled in future conceptualisations of perceived risk. Copyright © 2002 Henry Stewart Publications. |
