The purpose of this article is to review the marketing literature concerning perceived risk and to offer a conceptual application of this literature to the mail order catalog shopping purchase situation. Five specific types of perceived risk are presented and discussed in relation to risk reduction techniques applicable to each.
The author's conceptualizations concerning perceived risk are an attempt to promote academic empirical research, as well as to enhance practitioners’ understanding of their own current and future efforts toward expanding the database of receptive mail order catalog shoppers.
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