Concept information
Preferred term
risk-taking
Definition
- encountering the hazards and uncertainties that are an integral part of marketing, from both the marketer's and the consumer's side; e.g., a consumer purchase may involve one or several risks, such as performance risk, financial risk, physical risk, social risk, or time-loss risk, or an intermediary faces risk by making a buying commitment in advance of a selling season. [Source: Dictionary of Marketing Communications; Risk-Taking]
Broader concept
Belongs to group
URI
https://concepts.sagepub.com/social-science/concept/risk-taking
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