A STUDY ON INDIVIDUAL CATEGORY WIDTH AND RISK TAKING
BİREYSEL KATEGORİ GENİŞİLİĞİ İLE RİSK ALMA DAVRANIŞI ÜZERİNE BİR ÇALIŞMA

Author : Ertuğrul GÖDELEK
Number of pages : 276-289

Abstract

This study takes as its purpose an attempt to explore the phenomenon of willingness to try new products in terms of risk-taking behavior. Specifically, an attempt will be made to: 1. express willingness to try new products in terms of a consumer risk-taking model, 2. draw a relationship between willingness to try new products and an hypothesized risk-taking dimension of cognitive style, and 3. Test the relationship or willingness to buy and risk-taking. An ancillary purpose of this research will be the generation of avenues of possible future research. A total of one hundred and twenty subjects were run through the study, twenty as part of the pilot test and the remainder in the study proper. Subjects in the pilot test were not included in the analysis of the data because each received only part of the entire battery of questionnaire. Main findings in this study are: 1. For men and women the general direction of the relationship between breadth of categorization and expressed willingne

Keywords

Category w

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