... are closely related, extant research reveals considerable ambiguity regarding the psychological mechanisms by which components of these two constructs influence one another. This article presents a conceptual motivational process model, explicating the processes by which involvement and consumer risk...

... Consumer’s risk Marketing strategy Models Perceptions Risk In 1960, when Bauer first brought the concept of risk to the attention of the American marketing community he stated that: I have neither confidence nor anxiety that my proposal will cause any major stir. At most, it is to be hoped...